Branding is a popular topic in the marketing arena and for good reason. A brand can make or break a business. To make matters more complicated, most small businesses don’t even really understand the concept of branding. They’ve heard the lingo, and they know it’s important, but the nuances of branding strategy are often still a distant consideration.
A Branding Lesson
What is branding anyway? Is it a logo or a set of specific colors? Maybe it’s a tagline or a slogan? Perhaps it is all of that combined?
Actually, no. Branding is nothing that a company or individual specifically does or presents to the public. This is where it gets tricky.
Now go back and read that again. Yes, that’s right. The audience is in control of your brand. Does that mean you should pack it up and stop fighting the good fight? Absolutely not! The more you can implement and showcase in terms of what you want your audience to believe about you, the better. This investment in time and resources tells a story to your clients or customers about what you want your business to be.
Corporate branding is very conceptual. Most companies take a concept or an idea – a company vision – and build their branding around it. Once a business has an idea about their brand, they can then mold each and every touchpoint to reflect that brand image. Touchpoints happen whenever an individual comes into contact with your company – whether that be at the receptionist desk, through the mail, reading a magazine, or talking to an employee. Taking the time to really incorporate a corporate brand into all of the available touchpoints helps to ensure a company is consistent with their messaging.
A fairly new idea on the branding horizon is the notion of personal branding. How is a personal brand different from a corporate one? The answer is simple. A personal brand is all about people. It’s about you! How do you come off in a room full of people? What impression do you give your co-workers, employees, clients, or while networking? These different perceptions are all facets of your personal brand.
This means that spending time developing a brand image for yourself is just as important as developing a brand for your business. What impression are you trying to make in person and online when it comes to your work? How can you implement those ideas into what you do as a career?
Of course, personal and corporate branding do not need to be mutually exclusive. The best of both worlds involves taken your personal branding and seamlessly incorporating that into the brand for your business. One type of branding is not more powerful than another. The sweet spot is the intersection where both personal and corporate meet and blend together.
Love the idea of branding but having a difficult time figuring out where to start or how to combine your personal brand into what your business is already doing? Our team loves helping businesses create a personal narrative and brand so that they can continue to follow their purpose and #BeAwesome!
~ Social Media is changing the way people do business. Don't get left behind ~
Be sure to Follow us and Let's Engage!
Hollie Clere, of The Social Media Advisor is a "#BeAwesome" Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+, YouTube, Pinterest, Instagram and the tools to manage them.
Click here for her Social Media Workshops, Classes and Seminars.