Many people think that having a logo, tagline, great photos, and maybe a website, blog and Facebook page is all they need to set up their brand. NOT!
However, brand, as we know it today is not a logo. A logo is the tangible identity of a company in the market. Logos can be emblems, signs or symbols designed to portray the image of a company. So you see a logo (which is essentially a piece of art) is not a brand. However, it is integral to the brand.
By branding – you are creating a PERCEIVED image – SO you must distinguish yourself, your book or your organization from others who do similar stuff or offer similar products.
The most critical part: KNOWING WHAT YOUR BRAND STANDS FOR!
What is your brand promise? Who do people say YOU ARE? Are they confused? Are you?
Said another way, branding is a way you can:
• Affirm your value to the market place
• Highlight your unique selling point
• Establish your reputation and create a loyal “fan” base
• Attract your core target audience and garner customers
It takes a long time build up substantial “brand equity” – don’t destroy it because you have a new idea. Stick with your logo, tagline and other elements you have set in place. You want to get to the point with your brand so that it is embedded into the subconscious minds of your audience.
When it is in the psyche of consumers, they will automatically connect a phrase or photo with you. When you hear a name – you get a mental picture or think of a quality. If I say, TD Jakes or Oprah – you have an idea of what to expect from those “brand names.” They are famous, true, but they are also a brand. And a brand translates in business into dollars. That’s the bottom line.
A good example is the “Just do it” campaign. That phrase and “swoosh” logo are their brand. Whether their shoes are better than others – well, that’s how you see it. But regardless, you’ll pay a premium price for their shoes because they’ve branded themselves that way.
Branding in business is about building an empire. What does your brand say about you? You can gage by checking sales figures. That is a good indication of how well your brand is doing.
What will bad branding do? NOTHING. Meaning you be invisible! NO action. No reaction! FLAT!
And there’s nothing worst than that in the marketplace. A BRAND MAKES YOU STAND OUT!
Your visibility gives you credibility.
Ministry marketing pioneer, Award-winning social media strategist and PR Coach Pam Perry helps African American Christian authors garner publicity and leverage online strategies. As a 20-year PR veteran, she is also the co-author of “Synergy Energy: How to Use the Power of Partnerships to Market Your Book, Grow Your Business and Brand Your Ministry.” For a free MP3 of “What Every Author Should Know,” go to http://www.PamPerryPR.com. She offers help through her private mentorship program at http://www.PamPerryMentoring.com
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