One of the most misunderstood concepts in business world is "branding." What do you think of when you hear the word branding? To a lot of us, it has no real meaning. For the majority of the rest of us, we think of a logo or a clever slogan flashing in front of the eyes of millions of people.
While the logo, the colors, the "look and feel," the clever slogans are very important parts of our marketing, that?s not what is meant by branding.
Ultimately, what needs to be ?branded? in the minds of our market is not a picture, a logo or a clever and creative marketing slogan. What needs to be branded is what?s behind those things. What our business is all about. What we do that our competition can?t or won?t. And what all of these things mean for our market in their terms, in the way they can ?get it? instantly.
Common sense, isn?t it? Then why do we miss the point? Why don't we take the time to communicate what really needs to be communicated to our market?
Perhaps because uncovering answers to these questions is not so easy. It requires some authentic, genuine, original thinking. It also requires us to take a few steps back from our businesses and look at them with fresh new perspectives.