Learn to Turn Your Expertise Into Expert Profits

Branding It's More Than Just Your USP

When you mention the word 'branding' most people automatically think of USP (unique selling proposition). The overall and incorrect perception of a brand is that it simply consists of the statement you use to define what you do. Slap your USP on every advertising piece that goes out the door and tah dah you're branded! Not even close.

Your brand is created from every single thing you do within your business. Your brand is the all-encompassing collection of business principles, business strategy, sales, customer relations, appearance, attitude, products, services, advertising, copywriting, Web site design, brochures for your entire company.

In order to create a brand that has staying power, it must go several levels deep. Consider the Walt Disney Company for a moment. What comes to mind when you think of Walt Disney? Most likely Mickey is first, maybe animated movies, then family-oriented, wholesome, quality, etc. Is all of that just a USP? Definitely not!

When you phone the Walt Disney Company you are greeted by a professional, friendly, helpful person. When you visit one of the Walt Disney World locations, the staff is helpful, the facility is clean, the environment is family-oriented and the accommodations are first class.

What is the end result of all this work? Trust. Your customers learn that they'll get what they expect every time. They trust what you offer. They have faith in it. They depend on it.

How would Disney be portrayed if all their advertising lead you to believe that they were a highly-focused, quality, family-oriented organization but when you visited their theme parks you found rude staff members, rides that didn't work, food that was inedible and costumed characters that treated your children horribly?

The image of Disney would have fallen to the wayside long ago if they didn't understand the concept of branding. The brand just wouldn't have held up. This company knows that your brand must go deep inside your company and radiate through every level. It isn't just about what you tell your target customers in your ads.

When you consider your brand, ponder these questions:

1. What do we want to be known for?

2. What is the essence of our organization?

3. What do we want others to say about us?

4. Is every department aware of our brand and the image we want to portray?

5. When you say the name of our business, what words do others respond with?

6. Does everything we do reinforce our brand? (Our staff, physical location, packaging, Web site, advertising, products and services.)

Once your brand has been determined - once you have every aspect of your company following in line with the brand you can focus on your promotional efforts. Without your brand being clearly defined, your marketing plan will most likely come up lacking. However, if you concentrate on perception and reception of your business by your target customers first, your advertising will be more effective and the results will be astounding.

Remember: Most buying decisions are emotional. Your ad copy should be, too! 

See more at Awaken the Expert Within

Take a free Business Evaluation Quiz that will help reveal your Business Sweet Spot and what you can do to Maximize this.


SweetSpotQuiz


Become Expert News

2014-04-24

LiveBest: Become the expert about allergies - Casper Star-Tribune Online

2014-04-02
LiveBest: Become the expert about allergiesCasper Star-Tribune OnlineDoes your tongue tingle or your lips swell when you eat something? Do you get red, itchy skin? If so, you could have a food allergy. Though there seems to be some confusion about who actually does. Twenty to twenty-five percent of people think they ...

What Makes the Best Logos So Good - Entrepreneur

2014-04-24
What Makes the Best Logos So GoodEntrepreneurExpert Explains What Makes the Best Logos So Good. Richard Feloni. BY Richard Feloni | FROM Business Insider| April 24, 2014|. 0 Comments |. Expert ... Mathews and her team felt that the old logo's all-caps, dark blue letters screamed "corporation" and ...

Become an Expert. Share Your Expertise - Business 2 Community

2014-04-06
Business 2 CommunityBecome an Expert. Share Your ExpertiseBusiness 2 CommunityBecome an Expert. Share Your Expertise image shutterstock 161420090 When it comes to building a brand, a great deal of emphasis is put on credibility. To be credible, you need to know what you're talking about and doing, which means you should be an ...

Norway's expert negotiator Stoltenberg to become next NATO chief - Reuters India

2014-03-28
Norway's expert negotiator Stoltenberg to become next NATO chiefReuters IndiaOSLO (Reuters) - From his youth as an anti-war activist who hurled stones at the U.S. Embassy to his later years as Norway's leading statesman and negotiator, Jens Stoltenberg will take over the reins of NATO with honed skills in both confrontation and ...and more »

Ask the Expert: How can I get my son to do his homework? - Irish Times

2014-04-21
Ask the Expert: How can I get my son to do his homework?Irish TimesQ It is a constant battle to get my nine-year-old son to do his homework. On the advice of the school he was assessed last year and was found to have “traits” of attention deficit disorder (ADHD) but not the full diagnosis. He finds it particularly ...

Blog replay: Expert witness candidates interviewed in bankruptcy court

2014-04-18
Applicants to become Judge Steven Rhodes' expert witness, a new position for someone who will evaluate the viability of Detroit's bankruptcy restructuring plan, were interviewed in open court.

IGIA to become zero-diversionary by October: Committee

2014-04-24
New Delhi, April 24 (IANS) The Indira Gandhi International Airport (IGIA) is set to become a zero-diversionary airport by October as the government is set to implement the recommendations set out by an expert committee which was formed to look into the matter. According to the Civil Aviation Ministry, in a meeting held Thursday with all stakeholders including India Meteorological Department (IMD ...

Become a whiskey expert with Distiller for Android

2014-04-08
Already available for iOS, Distiller, a whiskey recommendation application that uses algorithms to present you with the best match, is now available as a free download for Android. The post Become a whiskey expert with Distiller for Android appeared first on Digital Trends .

Collins Barrow gains operational performance expert

2014-04-23
TORONTO, April 23, 2014 /CNW/ - Collins Barrow Toronto is joined by operational performance expert Nigel Southway. With over 30 years of experience as a consultant and practice improvement expert, Nigel works closely with companies in manufacturing and distribution to increase their productivity and profitability. "Nigel offers our clients a wealth of insights for companies looking to become ...

How To Become A TEDx Speaker

2014-04-21
It may seem like an impossible dream to join the likes of Al Gore or Anthony Robbins as speakers at TED, the legendary ideas conference. But with the creation of TEDx, independently-organized TED-like conferences throughout the world, it’s now possible for far more people to become speakers. And there’s the [...]

George Stephanopoulos renews ABC contract

2014-04-24
George Stephanopoulos just nipped months of television industry speculation in the bud.

Postal workers protest Staples

2014-04-24
Hundreds of postal workers stepped off the job Thursday to protest mini post offices set up in Staples office supply stores.

Ex-Wal-Mart CEO Duke retired with $140 million

2014-04-24
Mike Duke, who retired as CEO of Wal-Mart Stores Jan. 31, saw the value of his retirement account jump more than 23% to $140.1 million in his last year at the company.

Don't assume you're safe from Heartbleed

2014-04-24
In the post-Heartbleed world, assume your online communication isn't secure unless proven otherwise.

Water becoming more valuable than gold

2014-04-24
Something that many might take for granted is becoming highly coveted: water.