Branding - Define Your Business
Many who are starting out in business, or just beginning to do business for themselves, labor under a misconception that ‘branding’ is something you do after you start becoming successful. We are all so used to hearing the term ‘brand’ referring to a large conglomerate or supermarket chain or vacuum cleaner that we tend to allow the idea to remain associated with size and success and not with us and our first, small steps in the business world. It’s a misconception because branding doesn’t only refer to big brands, it is a term and a set of concepts which equally refers to small businesses, one person businesses and individual people. From big brands to small, from corporate brands to personal branding - it’s the brand that’s the key. Who you are, what you stand for, and how that information is communicated to others, as a total identity, is your brand.
The core concept of ‘branding’ is the idea of managing expectations. This is done by developing a set of qualities or characteristics which, together, form the personality of a ‘brand’, much like a fiction writer would create a set of qualities to describe each of the characters in his story. These qualities are known as the ‘brand DNA’ and, figuratively speaking, they together represent the blueprint of the brand; much like DNA establishes the unique characteristics of an organism. Establishing this set of qualities in the minds of customers and managing their expectation s to associate these qualities with the companies products and services is what is known as ‘branding’ - like a hot iron on cow hide.
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