July 4

The Power of Clarity: How to Navigate a Sea of Noise with Crystal Clear Branding.


During one of my recent I Speak Life Sessions™ we were discussing how to elevate and heighten awareness about services or product offerings and the topic of branding came up. Whether you are a large firm, small organization or an individual, you need a brand strategy. 

Dr. Jason Carthen: Branding


The Importance of Branding

Branding is one of the most important components of any business, in fact, I would offer that without a clear branding strategy you can get lost amongst so many competing organizations. Why? Because it is important to manage how people perceive you. 

Branding and Purpose

So what is the goal of branding and how can we leverage it in our respective situations? The goal of branding is to differentiate your product or service (or yourself) in the marketplace, in order to achieve your objectives.  Think of it this way; your brand is your promise to your customer – it conveys who you are. Let me share some best practices to put in place to increase your brand awareness and ultimate success.

[bctt tweet=”The goal of branding is to differentiate your product or service (or yourself) in the marketplace, in order to achieve your objectives.” username=”JasonCarthen”]

Six Key Branding Steps

The following are six steps you or your organization can take in building your brand:

  1. Define your goals – What is your organization’s mission? Remember to keep it simple.
  2. Conduct research – Discover what sets you apart from the competition.
  3. Determine your brand attributes – This is the description you want to associate with your products or services. What are the benefits and features of your products and services?
  4. Assess your current state – What do your customers and prospects already think of your company?
  5. Create a strategy – How will you get customers to associate your desired qualities with your company? What steps will you take?
  6. Manage your brand – This is an ongoing process. It includes everything from business cards and letterhead, to websites.

Make a Branding Connection

At the end of the day you want to help your audience behave in a particular way when it comes to your brand, offer them a reason or a way to do something different because of what you offer and can provide.

Be intentional about expressing your brand in moments, not generalities. In other words, you must go beyond simply providing a service or product to enriching your customers’ lives.

Point of Clarity Quote:

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

— Jeff Bezos


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