When I sat down to write a few my thoughts about branding, I began to reminisce about my first introduction to the concept. It was in 2001, when I  attended my first ‘branding seminar’ in Chicago. At the time, the ad campaign for the Mini Cooper had just launched. It was created by a young and talented ad agency called Crispin Porter Bogusky.

The presenter said this, “Branding is what people say about you when you are not around.” That was it! It is your company’s reputation, it is the experience, it is all touch points that a customer comes in contact with you when they use your product or service AND it travels by word of mouth whereever your customer goes. So, it can get a bit overwhelming. That is why it is CONTROL that you need and it starts with you. Business owners tend to be control freaks so this should be an easy step for them.

I had always been curious when I had heard the word ‘brand’ and ‘branding,’ even a bit skeptical, I might add. After that seminar, I became a true believer. Over the years, I have seen many company’s success directly correlate to how well they are presenting a unified and clear brand. All businesses need to make branding an integral part of their marketing and communications plan, both internally and externally.

I am currently working on a white paper that has a 10 Step Program on how to create a DIY brand. Stay tuned!