How do you stand out? How do you become memorable?
Think about the waitress who has a spark in her eye…the one who goes out of her way to make you feel special, the one who you think is best at what she does. If a specific person comes to mind it means she has been successful in creating a connection with you. This connection will appear effortless and authentic. You understand who she is, her passion for what she does and the value she places on her relationship with you. Her “brand” has made an impression.
Branding is about how you are perceived and how other people feel when they recall the experience of their encounter with you or your product. Therefore it is the experience of the human connection that is important.
Today the consumer is in charge of the conversation…not the business. An online “conversation” can literally happen in a millisecond. We scan because our attention is our most valuable asset. We engage only if it is important enough to invest our time and attention.
GETTING YOUR MESSAGE ACROSS
Focus is everything. The reader must be able to determine who you are, what you offer, how you do it and whether or not they choose to participate in a matter of seconds. . Following basic branding principles helps you focus your presentation. It will help you discover what makes you unique by forcing you to think differently about how you present yourself.
Ask yourself these questions:
What are your core values? How do you support these values? What is your promise to your reader/client? Can you define the culture of your business? Describe your personality? What do you aspire to? Define how your characteristics makes you unique?
Asking yourself these questions (going through a branding process) will keep your messaging clear and concise.
You are not an inanimate object. You are a person. Branding is only a tool to help you express yourself. Make connections with people (through authentic, concise messaging) and your brand value will rise.