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.


Become Expert News


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

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 ...

Smog expert: Worsening Saharan dust storms to become an annual Spring ... - UKZAMBIANS

UKZAMBIANSSmog expert: Worsening Saharan dust storms to become an annual Spring ...UKZAMBIANSThe Saharan dust storms thickening Britain's smog and coating cars from Cornwall to Aberdeen will become increasingly strong in the coming years as a “nasty mixture” of drought, development and intensive farming in North Africa pushes up air pollution, ...and more »

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

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 »

Former SWAT officer now an expert in psychology behind 'suicide by cop' - Las Vegas Sun

Former SWAT officer now an expert in psychology behind 'suicide by cop'Las Vegas SunYou gotta do something to get the cops there. Most typically these things occur in residences. They walk out of the front door, fire three rounds into the air or at the neighbor's dog. You'll get a rapid response. Their intention is to remove nondeadly ...and more »

Expert: Abbas's Spoiler Role in Talks was “Premeditated” - TheTower.org

TheTower.orgExpert: Abbas's Spoiler Role in Talks was “Premeditated”TheTower.orgsubmitting a request to immediately join the Geneva Conventions; declaring the impossibility of extending the negotiations after the end of the nine-month period on April 29, 2014; and opposing the Israeli proposal that the settlement blocs become part ...and more »

Become a whiskey expert with Distiller for Android

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 .

How to Become a Fashion Designer Book Review | Discover Annette Corrie’s Tips to Successfully Design a Clothing Range ...

How to Become a Fashion Designer book penned by Annette Corrie is a newly updated book for women who want to learn how to start their own fashion label. A full review on the site Vkool.com indicates if it is worth buying. (PRWeb April 13, 2014) Read the full story at http://www.prweb.com/releases/how-to-become/a-fashion-designer/prweb11757068.htm

Expert panel says climate goal feasible

An expert panel says the world has a likely chance of meeting the UN's global warming limit for 2050.

How to make millions in the stock market

MANILA, Philippines – The assumption that investors cannot become rich in the stock market is not true, an expert said on ANC’s “On The Money.”

Expert Explains What Makes The Best Logos So Good

Every day consumers are confronted with...

'A scammer stole my tax refund'

Pamela Knighton, a 51-year-old social worker from Cuthbert, Ga. who earns less than $25,000 a year, had been really looking forward to her $4,300 tax refund last year.

Starbucks promises to pay more U.K. tax

Starbucks will pay more tax in the U.K. after moving its European headquarters to London from Amsterdam at the end of this year.

Stocks get a boost from earnings, China

There's a distinctly upbeat mood in the markets Wednesday morning.

China GDP slows to 7.4% in first quarter

China's economy lost some momentum in the first quarter, turning in a ho-hum performance that underscores the difficulty of executing reforms amid slowing growth.

Fears grow over China property flameout

The risks of a blow up in China's property market are rising, threatening a slowdown that could hurt global growth.