| You’re sick of hearing about it. I’m sick of hearing about it. But here’s the thing. Even though talking about branding has become a terrible cliche, it’s still the most powerful business idea of the last 100 years. Without the years of solid branding behind them, Nike might not have made it through its sweatshop scandal of the late 90s; McDonald’s wouldn’t have survived 45 years of making crappy burgers. Apple couldn’t have become the largest company in the world during the worst recession in 70 years without their great branding. You see, no matter how great your products and services are, no matter how fantastic your customer service is, you still have to communicate the benefits of these things. And if you do it well, if you excel, your brand will be just as important to your company as your business plan, or your Profit and Loss statements. What we talk about when we talk about branding.A brand is more than a logo or a slogan. It’s more than a commercial or a campaign. A brand is an impression – it’s what your prospects, clients, employees and funders think and feel when they think about your company. It encompasses every bit of communication you and your company puts out, even subconscious ones. If you pull up to a sales meeting in a beat up old jalopy, that gets filed away in your client’s mind. If your suit is wrinkled, that gets filed away. If a prospect comes to your website and it looks like you coded it yourself in 1997, that becomes part of your brand. You can take charge of your brand.Hell, you have to take charge of it. I’ve been helping small businesses do just that for over 10 years. I can help you, too.
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