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	The Business of Branding

	by Sara Pedersen

There's been a lot of buzz lately about branding. But what exactly is it, and who needs to do it? Simply put, a brand is what makes your business uniquely YOU!

WHAT IS A BRAND?

It's the way you present your business and how the world perceives it. And, importantly, it's the way your clients REMEMBER you when it comes time to make another purchase. Branding encompasses your key marketing messages and tagline, logo, marketing materials, image, and your clients' complete EXPERIENCE with you from start to finish.

NOT JUST FOR THE BIG GUYS

Do you think branding is just for those big companies, like FedEx and Coca-Cola? No way! Branding is just as important to SMALL business owner like us. By creating a unique image and message, we tell the world what we're all ABOUT. And if potential customers like what they see, they're sure to become money-making clients!

BEYOND THE BASICS

Okay, so you have a great logo, and you use it on your brochure and business card. That's a great START to building an image for your company. But, have you taken it any further? Perhaps you have a unique CONCEPT that identifies your company, or a specific clientele, or a great customer service policy.

PICK ONE AND STICK WITH IT

However your brand yourself, make sure you're carrying it over to ALL aspects of your business. Consistency in your image and message is so important to portray your company's vision. When potential clients see your brochure or web site, they get an idea of your services, your personality, your commitment to them as customers, and the way you do business. Don't have an identity crisis by MIXING messages. Stick to one key concept, and do it well!

GETTING STARTED

While branding your business may seem overwhelming, it's really quite simple! Ask yourself these questions:

What services or products do I offer?
What do people THINK when they hear my name?
What sets me apart from others in my field?
What do I want my clients to REMEMBER about me?
What type of clients do I want to work with?

By answering these questions, you're on your way to determining not only your key marketing message and tagline, but also your choice CLIENT and unique POSITION in your industry.

CONSISTENCY ACROSS THE BOARD

Are all of your connections with your clients consistent? Make a POWERFUL presence in your industry by incorporating your branding into every opportunity for client contact:

marketing materials (brochures, business cards)
web site
LETTERHEAD and thank you notes
newsletters and e-zines
proposals, invoices, receipts, and other FORMS
postcards and other keep-in-touch direct mail methods
PRESENTATIONS, handouts, and report covers
advertising and media interaction
thank you gifts
your 60-second COMMERCIAL
voice mail messages and on-hold music
email SIGNATURES
your personal appearance

LET PEOPLE KNOW WHAT YOU OFFER

Remember, your brand is your PROMISE of the experience that your clients expect and receive from you! I encourage each of you to take some time this month to determine and declare your brand. You'll make it easy for your clients to have a distinct mental image of you. And not only will your clients better understand your offerings, YOU will declare your position to yourself, helping with all future marketing efforts!

Sara Pedersen is a professional organizer who enjoys helping clients organize, simplify, and create time to do the things they love. And her "Organize Today" newsletter is available directly through www.OnlineOrganizing.com. You may visit her website at www.time2organize.net.

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