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As you know the word BRAND is a big buzz word these days. Many are running around thinking they've got a brand or they want a brand but first, consider the 'why'. Why is a brand useful for you, why would creating a brand presence benefit your revenue and why go to the trouble to build a brand when your time could be spent doing other things. There are many other 'why' questions, but those will get you started. Thomas Leonard said: Clarity affords focus, and so it is with brand building. Becoming clear is essential.

There's a process to creating a brand, and there are concrete benefits as well. It's similar to building a house. You can meet with a builder and say 'Build me something pretty with 4 bedrooms', and when he asks for the plans, you could say, 'oh, just make it nice, I trust you'. Can't imagine that, right? Further there are standards for the structural integrity of a building that are ensured through inspections. So it is with a brand. A brand provides a clear foundation for growth, a platform on which your business can stand. With that clarity and integrity you will be afforded the focus to grow your business with intention, so that upon inspection it will give you increased energy, rather than deplete you. You'll be on path, rather than fragmented with your efforts.

Some wonder about the ROI on such an activity, they wonder why they should spend any time or energy in this arena. Well, I would state that marketing and brand positioning in only important if you are interested in a successful business. This is not for the hobby-ist, or someone who has created a j.o.b. for themselves. This is for those who wish to grow and prosper. Consider some of the most successful products (or even not so successful products) and notice the difference marketing and brand positioning made. Would a Pet Rock have made it without a clear plan in place? Do you believe Gene Simmons or Donald Trump or Mrs. Fields (or Thomas Leonard for that matter) would have become household names without a clear plan and someone to assist in implementing for them so they could focus on their core business? Think of the biggest names in your field and think about the ROI they've had from such an investment. In today's world, where it takes 7-9 contacts with each prospect to make a sale, any team member that could assist you with accomplishing those tasks would be a worthy investment.

Begin today. Begin to get clear about what you'd like to achieve, then get the support required to live this dream. Each of us has the power to create a brand presence, yet none of us can do alone what we can as part of a team. Imagine, get clarity and then focus on having it blossom into the beautiful flower only you can grow. You'll be creating a brand worth buzzing about!

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J. Winslow has 1 articles online

Judy Winslow is an avid entrepreneur who has spent her whole working career partnering with business owners to build authentic brand platforms to showcase their services and products. Her new book, The Guide To Getting It: Branding & Marketing Mastery, written with 8 other nationally known business coaches has recently been released, and her classes, consulting and coaching are available to anyone ready to break free of the expected in order to live their dreams. Find out more and sign up for her newsletter for FREE, at

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This article was published on 2010/03/29