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What is Your Brand? 

Wrestlers have a firm hold on the calf as a brander applies the hot iron.

The sound of searing cowhide is distinct and the smell unpleasant. The sound a calf makes during the process is not for the faint of heart.

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“That’s gonna leave a mark.” 

And that’s what branding is all about.

 “Well Dave, aren’t my customers going to whine and moan when we scorch their flesh with hot irons?”

 Yes. And if I tell you what else occurs during the branding process, there will be a lot more teeth gnashing resulting in a population decrease in the world (google it). But the iron only hurts for a little while. Your customer will be up and back shopping at Nordstrom's in no time. Well, she might not be able to wear nylons for a few days.

Actually, I think there might be a more pain-free way to start branding.

 

What is a Brand?

A brand is a person’s gut feeling about a product, service or company.

Your brand isn’t what you say it is. You can wish, hope and dream till the cows come home, the only ones qualified to define your brand are those who are interacting with your product, service or company.

You might advertise that you are a punctual service provider. “We are punctual!” But when your technician misses the service window, Mrs. Jones now has a different definition of your brand. If you didn’t call to let her know of your tardiness, that definition changed and intensified.

A brand is a person’s gut feeling about a product, service or company.

 

A Simple Start

If a brand is what they say it is, how do you get them to say what you want them to say?

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Look into the art and science of business branding and you’ll yearn for the simplicity of searing cowhide and unpleasant smells. It can get technical and it can get complicated.

Unless and or until you have partners or staff that can implement a strategic brand plan, strive to begin with simplicity.

If you want your customer to say, “Wow! I can’t believe how clean-cut your technicians are!” If you want your customers to rave about your excellent work, care and follow-up,  then behave your way into that image and do the work necessary to elicit that opinion.

Disclaimer: During preparation and research for this article, no cows or women were experimented upon or harmed in any manner.

  

Inspired by Marty Neumeier’s The Brand Gap

Topics: Business Growth, Marketing, Branding

Posted by Dave Rothacker on May 8, 2016 4:30:00 AM

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