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What Exactly is Branding?

Why branding is critical to your business success.

Marketing folks throw the word branding around, expecting everyone to know what it means in the context of online marketing. However, most website owners do not specifically consider what their “branding efforts” should be, as evidenced by clients asking me about this topic all the time.

Brand Me, Baby!

The official definition:

  1. To mark with or as if with a hot iron.
  2. Mark to show ownership.
  3. To provide with or publicize using a brand name.

How does this apply to your website or online business? You are setting yourself apart by being aware of your business’s image and working to “brand” your business. Apart from all the noise and competition going after the same market you are in.

Branding efforts can highlight your business by how your brand’s impression makes customers feel. Your brand includes logos, consistent site colors, style, and what your business stands for. A look and feel are relayed consistently everywhere someone may run into your company—online, offline, and on all social media platforms.

What about brand competition?

I’ve been asked about my competition. To which I always respond, “I don’t have any.” I’m not saying there aren’t folks who do what I do; some are even better than me or in the same field with great reputations. There most certainly are.

While there are perceived competitors, a rare few have been doing this as long and as successfully as I have. So, my brand is all about me, my personality, my unique approach and methodology, and the years of experience that most cannot offer. I am my brand.

Notice how I said “perceived” competitors. Your branding efforts depend on you doing all you can to ensure that your brand, company name, and methodology, when logically compared to others in your industry, will stand out.

Because your brand sets you apart, and there is no comparison.

But there’s the rub… We live in a culture with the attention span of a gnat. Onliners don’t want to read. They don’t take the time to pay attention to details. So, how do you tackle that?

First, you track your brand regularly. Then, realize there is only so much you can do and that you can’t be everything to everyone — so brand yourself to cater to your target market. This requires that you know your marketing intimately.

Figure out what is unique about you, your company, your product, or your service. Then, use that consistently in everything you do and every marketing effort you make. Of course, it would be best if you are, in fact, different than any other website or similar business. It helps to stick out like a sore thumb and be remembered.

That’s how you build your brand. Whether it be a slogan or a methodology, carry that over to all actions and reactions that involve your business. Sit down right now and determine what is going to represent your brand. Words, images, icons, and colors. They all contribute and matter.

Don’t forget personality. Being a one-woman show, I am my brand and do not hesitate to let my personality shine. That sets me apart from some techies who may lack in the personality department. Combined with my particular skills and experience, no other “me” exists.

Tell Your Story

  • Why did you start your business?
  • What’s your start-up history?
  • Who are your main characters?
  • What’s your mission?
  • Why is your business different?

It must go beyond its products and services for a brand story to work. Your story should invite site visitors to become part of your journey. You want them to know that you “get” who they are and understand their needs.

Also, include where you struggled, maybe even failed, and how you recovered, which lets your customers get to know you. You are human, just like them. If they can relate to you, they’ll do business with you.

Branding = Consistency

I use the same sign-off with new contacts, “At Your Service,” in my email. Then, I solidify that further by backing that statement up with the best and most responsive customer service out there (a rare commodity both online and offline).

Once folks begin communicating with me, I make an impression compared to most they’ve run into. I’ve made my “mark with or as if with a hot iron.” And I deliberately reinforce that branding as our relationship grows and matures.

So start your branding journey right now. Be determined and consistent in those efforts; your brand will thrive with your tribe.

At your service,

WordPress Consultant Judith
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