Day 4: Are You Limiting Your Business Success (And Not Even Realizing It) with an Outdated Definition of Branding?
Ever heard the phrase, “You don’t know what you don’t know?” Basically, it applies to situations in which you think you understand some topic but in reality you are missing something much bigger that relates to it. The key to avoiding this is to get out of the “I already know that” kind of mindset and treat every piece of info that you come across as if you are hearing it for the first time. I’m a big fan of always considering the basics even as you advance you business branding and growth strategies. Why? Because the “small stuff” always ends up being just as important as the “big stuff.”
Whip Out That Pen and Pad of Paper: Big Business Lesson Right Here!
I write all of this because I want you to remember something really key that I hope will stick with you throughout your business (no matter what stage you are in): your definition of branding matters. Big time. And the definition you use determines what you are focusing on which determines how much of your success you are expanding…or holding back!
The Outdated Definition of Branding…and the Truth!
Most people think a brand is just a logo. Or web site. Or their business colors. Or even their niche. But if you use any of these as a definition of “brand” and focus on getting just one of these things right (based on that definition), you will be completely ignoring the entire brand experience.
Here’s the truth: Your logo, web site, business colors and niche are all majorly important. But at the end of the day, they are each elements of the entire picture that is your brand. They don’t individually make up your brand.
Your brand is the clear and consistent message/idea, mission, and experience that shows people who you are, what you do (and why you do it) and why they should choose you. It’s the heart behind your business. And when I say experience, that means the experience people have going from potential customer to customer. It’s the experience they have when interacting with you online (via your web site, email, social media channels, and more) as well as offline (via networking events, conference, speaking engagements, and your overall look and style when they meet you).
So from this day forward, think about whether you’ve been using an outdated definition of the word “brand” and what the real definition will mean for your business.
Comment below and let me know: What was the definition of branding you originally had before reading this post?