When I consult with startup and small business clients, in Bend OR, one of the things they ask me about is how to create a brand.
I like to start the conversation with a discussion of marketing versus advertising to make a point about how to “create” a brand.
My definition of marketing revolves around the idea that we look at customer needs and wants.. and then figure out how to serve that niche or client base with a product or service that has a high likelihood of being purchased.
Advertising comes into play after we have determined what kind of product or service we are going to offer.
Branding is about half way in between. I like to be well on my way to determining a product and service mix.. for my client, before we get into the branding area.
As we begin creating a brand or analysis of an existing brand for enhancement, I reach into the discussion of
1). Who are your clients.. what do they spend their time doing.
2). What are you, or can learn to be, an expert at.
3). What kind of image can you emphasize and be comfortable and strong with.
Your brand should concentrate on both of these items as we start moving into the art of projection.
You are what you project.. you are on stage, at all times if you truly want to create a memorable and effective brand.
Trump is a great example.. this man lives branding at all times in his public life. It’s a great show.. and he has been fine tuning it for many years. It is fun to watch.. to see how he milks it.
We like to isolate two or three of our clients primary traits.. and then get to work on designing who you are to become.
If you live in the beautiful and resurgent, Bend, Oregon or Central Oregon area and would like to be part of a case study for branding of your small business, send me an email.
