The purpose of branding is to set yourself apart from the crowd. Depending on your business this can be very important since there could be hundreds or even thousands of people literally selling the same exact products or services you are. This is especially true in the network marketing world.
So the question becomes why buy from you? If there are hundreds or thousands of people selling the exact same products or services your personal branding is what makes you stand out. I may know a few people that offer your products. If I decide that I need a product you offer, branding is what will make me choose you over someone else.
Things like the golden arches of McDonald’s and the swoosh for Nike are only a piece of what can make up someone’s brand. In fact there is more to a brand than a logo and a website.
Your brand also needs to include you. This would be personal branding. As times have changed this piece of the branding package has also changed and become more and more important. People no longer want to purchase from large faceless corporations. They want to know who they are buying from. Even very large companies have found this to be the case and they are encouraging employees to get out and give their company a friendly face.
Branding is largely about consistency in your message. It can also include your look and how you present what you have to offer. Branding also involved your unique message. Your message may include a story as to why you are involved in your business. It may be an additional service that you offer that is not offered by someone else in your industry. It may be that a piece of all your proceeds go to help a specific charity organization.
But your branding needs to include something that is unique to you. Some people even make the way they dress part of their branding. Maybe they always wear their company colors when they go out networking or to training seminars.
I know people that always wear the same color, or maybe they always wear a hat. Some people that sell jewelry are never seen in public without a full set of accessories from their own supply. So they are a walking billboard for their products and they are known for having great accessories.
Then when you combine your message, your look, your logo and even the clothing you wear when you are representing your company your branding will help you stand out from the crowd.
Having a well developed brand also makes it easier to market your company since you never have to worry about what to say or what your message is. Since you have defined what makes you unique and why you are the best choice when someone wants what you offer, you always have the right message. You are prepared with a consistent message that is easy for your audience to understand. This makes it easy for them to understand your value.
With the proper branding, both personal and business branding, you will be able to stay at the front of your potential customer’s thoughts when they think of your industry. Then when they are ready to purchase they will not even consider anyone but you.
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