What Branding Means

what branding means

Branding identifies a person or business beyond logos, color schemes, and fonts.  This identity helps you stand out from the crowd and viscerally attract those you’re meant to work with.

First, when done correctly, the brand message compels a snap decision and a gut reaction. 

For example, you’re driving, and you see a red light.  You don’t need to think about it.  Red = stop.  Green = go.  You get the crystal clear message within one second.  

Branding tells people what to expect from you.  

Are you fast?

Do you take your time?

What do you value? Speedy delivery over quality?

Does packaging matter at all?

Second, be honest with your deliverables so they’re no surprises and people get what they thought they’d get from you.  It can communicate all of these answers, surprisingly quite concisely.  

An awesome benefit is that branding will lead to price increases. Clarity always leads to easier closing.

What do you need?

You don’t need a long, wordy website to convey your brand.  To me, the best messages are visual.  Combined with perfectly selected words and phrases, visuals speak volumes because they cut out the fluff.  

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Be the real you and stay authentic.

The ultimate goal with your brand is to be you.  Authenticity builds trust.  And finally, while your authenticity might not attract everybody, it will appeal to your ideal clients.  That appeal and attraction is the power of genuine identity.

Published by Janet Johnson, MBA | Small Business Coach

Janet Johnson is the author of My Money Pivot: An Entrepreneur's Guide to Finding & Making More Money. Before becoming a coach, Janet gained seventeen years of experience in a family-owned manufacturing company. She also trained small business owners in Financial Management and Lean Enterprise through contracts with the State of Connecticut and the Small Business Administration for seven years.

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