Some people think of a brand as a logo, e.g. “brand name” jeans or a “brand name” appliance. More than a name, a brand encompasses all that a company says and does. A brand lives, it breathes and it can die. A brand is expressed through its employees’ daily interactions, and even its customers’ opinions. Of course a logo is an important part of a brand image, but so many elements define a brand that it takes on a life of its own. One of the main jobs of a Marketing Communications Department is to protect a brand image and grow awareness of a brand. One way a brand is protected is through the use of placement, advertisements in certain venues and not others. Logos and taglines are trademarked to help protect a brand. Attorneys are hired to investigate brand infringements.  Large corporations, and even small ones, spend thousand of dollars to investigate and measure current perceptions of their brand and use these results to direct their marketing initiatives.

What defines your brand? Are you protecting your brand? What are you doing to build awareness of your brand and how can you ensure a certain image of your brand? What differentiates your brand from others? Is your perception of your brand image not matching your customer’s perception? Contact me for a branding consultation, should you wish to discuss these questions and define a branding strategy.

When you are the owner of a company, you are often the face of your brand. People in the community know you and what you do. You take pride in your work and everyone knows it. That is the beginning of a great business. As your business grows, you hire additional employees that you trust and train to do their best to represent your business. You may take a great deal of time in educating your worker on how to do his or her job correctly, but how much time do you take to train them on how to communicate your brand image? Even when your employees are “off the clock,” they are still representing your company. You may treat them with great respect and offer benefits or perks, and they may talk great about your company, but if they don’t understand your marketing position and goals, then you are missing an important opportunity.

In marketing, we call this the “Elevator Speech.” In less than a minute, or about the time it takes to share a few flights with a stranger, you describe what you do. But it is not just about your work, it is about what makes your business stand out from the rest. Why do customers turn to you? Why do they trust you? Why is the future of your business exciting? Since your new employees are also now the face of your business, they need to be taught what to say. Don’t offer a script, as that would sound awkward, but share the talking points and have them practice on a friend. It doesn’t take a great deal of time and the benefits are huge. Word of mouth advertising from your customers is as important as it is from your employees. As your goals change and business grows, regular updates are important, whether it is through employee meetings, lunches or an impromptu pep rally. Put your best faces forward!

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