Get Known for Something Special

Volvo is known for safety. Lexus is known for luxury. Southwest Airlines is known for no-frills service and on-time arrivals.

What are you known for? Or perhaps the real question should be, “What would you like to be known for?” If you are managing your career as a business, you understand the necessity for having a strong brand to differentiate your business and assure a strong competitive advantage. The problem is, you may not have done anything about it yet.

Let’s take a moment to understand what branding is. Branding is the process of creating distinctive perceptions in the minds of consumers about you and your business. It establishes your business identity, assures marketplace visibility, and provides consumers with a good handle on your reputation.

Now, just for a moment, let’s assume that your business is not branded.

In this case, the marketplace has no real idea of who you are, the benefits you provide, or the unique value you offer. Your business is, for all practical purposes, a big blank in the minds of consumers. It will be difficult for consumers to form bonds of trust with you as long as your brand identity remains a mystery. You know the rest: no trust, no transactions.

On the other hand, a bold, proactive approach to branding provides long- and short-term benefits, among them:

  • building trust and confidence within your network;
  • differentiating yourself from competitors;
  • leveraging your brand to generate new opportunities; and
  • increasing revenue potential.

Think of it this way: Branding is the platform from which you can broadcast the incredible value of doing business with you.