Branding is one of those catch words that is all the rage right now...

Branding is one of those catch words that is all the rage right now, but do you really know what it means and what it can do for you and your business? Karl D. Speak and David McNally speak of Branding in their book Be Your Own Brand, as a way of expressing your values, and integrity in a personal and professional way. That is people and companies with a strong Brand walk their talk. The authors of the book Be Your Own Brand puts it this way "you need to make a commitment through action, in spite of obstacles".  

It's not the way you package or promote your service as much as it is what you communicate to your customers and acquaintances by what you do, how you do it, and if you do it consistently. Do your customers know what you stand for as a company; quality, convenience, price point, family, community, elegance, etc.? Can your customers come to expect what you promise; can they count on you to deliver consistently? 

We can't be everything to everyone and well established brands know this, that is why they are distinctive in what they do and know which audience wants the services they provide. This is referred to as matching values. All in all, companies and people with strong brands are clear about what they offer their clients and they do it consistently. When you are relevant and consistent, your intended audience comes to understand you and your brand.