Branding in Markets

Your Brand Story

We always intend to get more serious about our brands but other things come up and good branding falls by the wayside. It’s past the time to make this a priority. We need to identify our brands, understand why they’re different and why they resonate with our markets and then, live them every day!

It’s important also to consider that there are tangible and intangible aspects to our brands. Your building, your stationery, your logo, your products are many of the tangible items. The intangibles are your values, where you spend your resources, what quality of paper your logo is printed on, the colors of your logo, your leadership style and how you inspire people, etc.

Customers notice everything and they notice if 1) we even have a distinctive brand, and 2) whether we’re living it tangibly and intangibly in the way we conduct our business.

To get started identifying your brand, consider the “story” of your firm. Stories are very important. Daniel Pink explains in his book “A Whole New Mind” that they are “context, enriched with emotion.” I like to think of context as our tangible offerings and emotion as our intangible characterisitics. Our intangibles and tangibles can be good or bad and they can meld or conflict with eachother. To reach our customer distinctively and own our markets, we need both the tangibles and intangibles to gel meaningfully together!

Some of the questions you may ask yourself to start understaning your firm’s “story” are the following:
- Why are you in business?
- Whom do you serve?
- Who are some of your founders?
- How have you overcome adversity?
- What are your values as an organization?
- How do you deliver on your values?

Once you give some deep thought to these and other questions, you’ll be well on your way to articulating your unique and personal story.

For an intersting article that also covers this topic, please visit the following link. I found the embedded link at the bottom of the 2nd paragraph, called “Engaging Stories” worth reading and I think you will too!

http://sparksheet.com/joe-pulizzi-multitasking-makes-you-stupid-—-the-case-for-outsourcing-content/

 Week:  Step 1:
Project Launch
 Step 2:
Discovery & Trial
  Step 3:
Brand Breakthrough & Consensus
 Step 4:
The Brand Story
 Step 5:
Integration & Promotion
 Step 6:
Living the Brand
  Step 7:
Metrics Modification
Maintenance

 

1.

 

Selection of stakeholders

 

Prelim check of USPTO site

 

Surveys input & analyzed; report delivered

 

Identify scope of tangible brand offering

 

Collateral materials to be updated are prioritized

 

Brand physically integrated into materials

 

Report on Metrics Plan

 

2.

 

Project Overview/Goals
articulated

 

Add’l. brand names suggested to firm

 

Best names prioritized; Consensus
achieved

 

Identify scope of intangible brand offering

 

Agents trained in brand promotion
(language provided)

 

Development of brand maintenance program

 

Set maintenance expectations

 

3.

 

Completion of Cultural Worksheet

 

Local Opportunities
Reviewed (ROB or LAMP report)

 

Communication
of final brand names to internal/external stakeholders

 

90-Day Brand Plan developed

 

Media List delivered/ Press Release distributed

 

Metrics devised

 

Test brand awareness of & promotion by internal/external stakeholders

 

4.

 

Internal survey conducted

 

 

Top Tier Client Brand Surveys
Conducted

 

Proper filing/registrations take place

 

Press Release developed

 

Client letters mailed

 

Brand is demonstrated tangibly & intangibly

 

 

5.

 

Consensus on Firm’s Defining Principles

 

 

C of I Brand surveys conducted

 

Logos concepts proposed
/developed

 

Client Letter developed

 

Final logo delivered

 

Recruiting value proposition inforce