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Brands can become the de facto standard but you need to make sure that you define your brand in your own terms in a positive way. Everyone has heard of Kleenex or even Aspirin. These are both brands of a product that have become a word for the product itself. You can likely think of others that fall into this category. The products these companies produce are used by so many people that the brand name and product become like one. It is unlikely that most companies will achieve this high a level of brand recognition but you can use some of their techniques to create your own brand. Before you begin branding your product or service, you need to identify what it is that you are trying to brand. If it is you, then all the communications and information must relate back to you. If it is a product, then things like packaging, logo, design, and text all need to point to the product in a consistent manner. You can also make a brand out of a service. A company that simply services the consumer in some manner such as carpet cleaning can create a brand. Have you ever heard of COIT? They have carved out a brand name for themselves in the cleaning industry. They did this through quality service, customer focus, and a consistent message. They also are relentless in the marketing and PR programs that support the brand. Even though they have spent a fortune on branding themselves, you do not need to go that far unless you want to have more than a local or regional recognition. Branding and keeping up with the brand is a lot of hard work. It means keeping on top of all communications to customers, making sure that service is top notch, and bending over backwards to keep a good name for yourself.
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Bette Daoust, Ph.D. is a speaker, author (over 170 books, articles, and publications), and consultant. She has provided marketing, sales, business development and training expertise for companies such as Peet's Coffee & Tea, Varian Medical Systems, Accenture, Avaya, Cisco Systems to name a few. Dr. Daoust has also done extensive work with small businesses in developing their marketing, training, and operational plans. You may contact Dr. Daoust at BizMechanix.com. You may also view her latest publications at BlueprintBooks.com. Dr. Daoust also writes for the National Networker theNationalNetworker.com.
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