Brands can become the de facto standard but you need to make sure that you define your brand in your own terms in a positive way. Everyone has heard of Kleenex or even Aspirin. These are both brands of a product that have become a word for the product itself. You can likely think of others that fall into this category. The products these companies produce are used by so many people that the brand name and product become like one. It is unlikely that most companies will achieve this high a level of brand recognition but you can use some of their techniques to create your own brand. Before you begin branding your product or service, you need to identify what it is that you are trying to brand. If it is you, then all the communications and information must relate back to you. If it is a product, then things like packaging, logo, design, and text all need to point to the product in a consistent manner. Being consistent through your design means you bring that consistency to every networking event you attend.
You can also make a brand out of a service. A company that simply services the consumer in some manner such as carpet cleaning can create a brand. Have you ever heard of COIT? They have carved out a brand name for themselves in the cleaning industry. They did this through quality service, customer focus, and a consistent message. They also are relentless in the marketing and PR programs that support the brand. Even though they have spent a fortune on branding themselves, you do not need to go that far unless you want to have more than a local or regional recognition. You are your brand, carry it with you at all times - share it with others.
Branding and keeping up with the brand is a lot of hard work. It means keeping on top of all communications to customers, making sure that service is top notch, and bending over backwards to keep a good name for yourself whether you are in the office or at an event.
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Tuesday, December 12, 2006
Branding is Part of Networking
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The Emergence of The Relationship Economy
The Emergence of the Relationship Economy features TNNWC Founder, Adam J. Kovitz as a contributing author and contains some of his early work on The Laws of Relationship Capital. The book is available in hardcopy and e-book formats. With a forward written by Doc Searls (of Cluetrain Manifesto fame), it is considered a "must read" for anyone responsible for the strategic direction of their business. If you would like to purchase your own copy, please click the image above.
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