What comes to mind when you hear the word “branding”? To me, I immediately imagine a persona, an identity that makes up everything about someone. It can be physical aspects like how he dresses, what mannerisms he has, or even how he speaks. At the same time, it can also be internal attributes like behavior, skills, and even how someone thinks.

Branding is everything from the way you dress to the way you think. It communicates everything!

In a business perspective, it communicates who you are, what you do, how it is you do it, why you do it, why you’re a better choice than your competitors, and a compelling reason to believe.

Branding can make or break a business!

And while it’s true that branding has to do with perception, the big problem is many people stop there. 

Let me tell you the simple reason why branding often does not live up to the expectations of brands that attempt to increase profit with it: They simply do not know how to unlock its fullest potential.

And how do you do this? Listen closely!

Branding, if done right, has the power to elicit a response from its audience. The key is to realize that while one of its goals is to get the business’ message across, it doesn’t stop with the message just reaching the target market. Messages are sent to form a CONVERSATION. 

So capitalize on branding initiatives that prompt your market to engage with and respond to you.

Don’t just keep pushing your services, strike a conversation with your intended market and directly ask them what they need AND THEN come up with services that respond to that need.

This tactical approach to branding gives it a duality that while it is about appearance, it is also about utilizing this appearance to secure your intended goals. 

Branding is so much more than what your market sees (though I’m not saying this isn’t important!), remember to also pay attention to how they experience your brand and how it makes them feel.

To see is not always to believe. To experience and engage is what breeds trust. And isn’t that what you’re after? 😉