Your Brand

A brand is made up of three elements: 

1. What it does.
2. What it looks like.
3. How it performs.

 To get access to your market’s best sales and your area’s best customers, make sure your personal brand and your company’s brand is high. That’s right, I said your personal brand. 

Never forget that people have brands and making decisions to buy and stay is heavily influenced by your personal brand.

 When people think of a brand, they most often think of what it looks like but this is part two of a brand. Part one is what it does. Why do all brands start here? Because what it does creates the comparison group. 

If something is good or bad depends on what it is compared to. You don’t compare Coke with Apple. You compare Coke with Pepsi. Your brand is based on others in your category.

Once the comparison group is established, then a brand’s first impression (its look) and its last impression (the experience) come into play.

Assuming your product meets customer expectations, I believe the experience is more critical to the height of your brand than its look because a brand’s height is based on what people remember, and experience, because it is personal, is the most powerful memory maker.

Personal moments create the strongest memories. 

That’s why public speaking is such a common fear.

When thinking of your brand it is also important to not miss a group that is often over-looked in brand discussions, and that group is your internal customer (staff). Today’s challenge of finding and keeping great people makes this is a significant brand audience for every business.