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Why Should You Care About Branding Your Business?

Because you want your customers to say:
“I absolutely want to work with you, regardless of price!”

In this economy, you need to be EXTRAORDINARY and always find ways to remain EXTRAORDINARY or you will be eliminated. Period.

Most people think that branding is a logo or a look and feel. I call that an external makeover; branding is far more than that. Let me be crystal clear – a logo means absolutely NOTHING (yes…you read me right), a logo means NOTHING unless of course, the company behind it means something to you.

Now, I am not diminishing the importance of a well designed brand identity (clever logo and tagline, great promotional tools, kick-butt website)…but what I am saying is a look and feel does not get customers to say: “I absolutely want to work with you, regardless of price!”

What does? An innovative product and/or service with a consistent, extraordinary experience delivery system.

Branding is when you take a good, honest look under the hood of your business and get crystal clear about:

1. Who you are and what makes you different.
2. What problems you solve. How is your service or product making life better?
3. What is your measurable and differentiating promise?
4. Who you are best suited to help and most importantly, why should they care?

Uncovering the answers to these key questions…now, that’s branding.
Understanding what your ideal clients want and need…that’s branding.
Answering their needs with your unique selling proposition…that’s branding.
Do that well and you’ve just put yourself way ahead of your competitors.

So you see, branding is much more than a logo. Branding is a never ending journey to ensure that you stay extraordinary to avoid elimination – and that is why you should care about branding your business.

Isabelle Mercier TurcotteAbout The Author: Isabelle Mercier Turcotte
Isabelle is a brand builder, best selling author, and business performance catalyst at LeapZone Strategies with the sole purpose to empower change and growth. "Momentum Generator" is her middle name and she has a relentless passion for helping entrepreneurs and trailblazers clarify, articulate and reach their version of massive success through business strategies, performance coaching, and brand alignment.
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7 Comments so far

  1. Isabelle,
    I absolutely agree brand sets you apart, but I also think it establishes trust. (Of course, this may be after your client has a bit more experience with your work.) Thanks for sharing on BizSugar!

  2. Heather, you are absolutely right…great branding and great brand experiences…do create TRUST…and TRUST is what makes people say “I would be an absolute fool to do business with anyone else but you; regardless of price.”

    We love BizSugar!

  3. There are a lot of examples how branding impacts customers choise and author of this article is absolutely right by saying, that branding is very important for bussiness success.
    Let’s take a simple example of cocacola. I’d rather buy cocacola insted of other brand, because I trust them and I know that I will get quality product. Ofcourse I’m a victim of cocacola branding as we all are.

  4. Branding is also about giving great customer experience. A happy customer will always spread the word about their experiences doing business with you.

  5. Absolutely! You cannot build trust without providing outstanding customer experiences…today, it’s all about creating authentic and extraordinary experiences to get people to feel like YOU are the only choice for them.

    Thanks for sharing ;-)

  6. Earl Thomas

    Yes building a good reputation where clients keep coming back. Recommendations are important and that is on my Linkedin profile about 15. Thanks for the excellent email.

  7. You’re welcome Earl. Glad that you got value from it.

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