Brand Builders: What are some of the elements that create your brand?

Replies to This Discussion

Permalink Reply by Lou Bortone on October 29, 2008 at 3:41pm

I'll start! How about your photo? Is it professional? Is it a good representation of your brand? Is it the image that you want to portray? Let's face, people DO judge a book by its cover - and first impressions count. If your Facebook profile picture or headshot is not what it should be, you're not doing justice to your personal brand. A picture is worth a thousand words, so let's start with that! Your thoughts?

Permalink Reply by Rich Quindry on December 4, 2008 at 10:52am

I agree with both Lou and Val,

It's EVERYTHING, as an advertising photographer understanding the importance of image, I totally agree with Lou, but agree with Val also that it's everything your customer experiences. It's promptly answering the phone, it's your tone of voice, it's your product, service, packaging, logo, business card, website, blog and tag line.

Everything must be integrated, authentic and DIFFERENT - you have to stand for something that benefits your customers.

The images you use and your marketing materials can get them to try you, but it won't keep them.

A brand is a promise of performance - a way for the customer inundated with too many choices to make a very good choice with THE MINIMUM RISK.

Permalink Reply by Megan McKenzie on October 29, 2008 at 5:45pm

Lou - as always you are brilliant. Last year I gulped, spent a bit of time and money on a logo design, (having been in business long enough to know what I was standing for and my target market), a great website, some marvelous business cards, and a copywriter who knew much more than I did about compelling words. Not only do I present better to the world, I actually feel better about myself and my company.

Permalink Reply by Monique Gallagher on October 29, 2008 at 7:07pm

Megan and Lou,

I remember when I decided to brand myself. I like Megan, started with a logo for my company. I wanted a tag line that sounded genuine so I thought, I'll ask my clients. I was so excited as I read the results of my survey. I was able to look through their eyes and see in what way I had made a difference in their life. Every time I look at my logo and read the tag line I created from summarizing the results my clients got, I feel a boost to continue sharing what I do with others. Branding is very important because it helps put a solopreneur on the map so to speak and helps their ideal clients bond with them.

Permalink Reply by Val Sharp on November 9, 2008 at 1:40pm

Hi Lou,
I believe that your personal brand goes beyond the obvious 'marketing' things you do. It's created over time by your actions. For example, ifI get back to prospective clients right away (and in person) it sends a message that I truly care about the people that work with me; if I help them decide whether I'm the right person for them or not (even if the answer is not), it sends a message that I want what's best for my clients, not just for myself; if I am consistently available and there for my clients when they need me it sends a message that I care about them as people; if I am always honest, ethical and authentic, then that's part of my brand as well.

In branding, it's more my actions that determine my brand than what I say.

Having said all that, I would LOVE to have a catchy phrase or 'title' for my brand. You still need to attract people first, so that you get the opportunity to 'show' who you are. I've been thinking of "the goddess of Redesign" but it doesn't quite say who I am.

Val

Val

Permalink Reply by Trish Lambert on December 4, 2008 at 12:05pm

I think that there are the "Blink" pieces and the pieces that have meaning over time. The "Blink" aspects are things like photo and/or logo (in my case, my photo IS my logo), web site look and feel (not necessarily the details, but how it looks in the first few seconds), and, these days, how my Twitter stream reads (laugh).

Over time, my brand is strengthened by things like how quickly I respond to clients and how "on target" my responses are, my ability to keep my word with regard to deadlines and prices, and, of course, the quality of my work and the value it has to my clients. This long term stuff is what good "word of mouth" is made of!