May 2005

Branding — Keeping the Promise

Sharon Williams

by Sharon Williams

Branding is often defined as your logo, slogan, tag line, niche, or the one thing that makes your company stand out. Seldom is it described as the ‘total package’ and how every facet of your company is perceived. But, that’s exactly what Branding is. Instead of segmenting each component, review your company, beginning with evaluating how you value it and then how you want your customers to perceive it.

What is Branding?

Branding is the sum of all the images that people have in their heads about a particular company. Using a formula, it is: 

Your personal values + the customer’s perception about your company = the lasting memory about your business. I liken this memory to your making a promise — a promise that isn’t easily forgotten because you want your target audience and customers to access this memory whenever they need services.

Promises used to build your Brand should include the following:

• The promise of performance
• The promise of benefits
• The promise of personality
• The promise of valued difference
• The promise of a relationship

The purpose of these promises is to convey the benefits of your brand (why a customer should hire you) instead of your competitors.

Is Your Brand perceived to be unique?

To create a substantial advantage in your Brand, you must first create uniqueness in the minds of your customers that no other brand can substitute.

Is it important to your core customers?

Many business owners believe price is the most important factor in purchases. Studies have shown, however, that it is only one important factor. To win and retain clients you need more, e.g. product mix, service, look, and marketing.

Is your Brand sustained with style and substance?

Initially, getting clients may be easy but to retain them entrepreneurs must continuously deliver a superior, recognizable customer benefit.

Creating a memory

Creating a memorable brand is a long-term process predicated on building relationships based on trust, respect and consistency. It takes time, patience, dedication and someone who is willing to always fulfill the ‘Brand Promise’.

Helping to create your ‘Brand Promise’ is an assignment that can delegate to a Virtual Assistant (VA). S/he can perform the necessary research, surveys and competitor comparisons required to evaluate how your company is currently perceived by your target audience. Your VA can also act as a sounding board and confidante if the results require business reinvigoration or image enhancement.  

By understanding the fundamentals of constructing a winning ‘Brand’, developing your ‘Promise’ and understanding how it is perceived by your target audience, you can create a lasting memory, increase business and make it very difficult for competitors to compete.

About the Author
Sharon Williams, MVA, PREVA, is president of The 24 Hour Secretary and provides administrative, secretarial and internet-based virtual support for successful but sometimes overwhelmed entrepreneurs. Subscribe to Smart Business = Success, the free monthly ezine stocked with business tips for the busy professional. Contact Sharon by email at info@the24hoursecretary.com.

©Sharon Williams. All Rights Reserved.