Branding not only means consistency, it means that you have to put in an effort to make sure that you pay attention to details.
Before you begin on your journey to create a brand, here are some elements that make up a brand:
Voice mail messages
Music on the phone or other locations
Branding is about identifying your company, products and services in way that differentiates you from your competitors. It also creates a customer perception about you and your company through an experience and promise of goods to be delivered.
Brands are what separate you from your business. Although businesses deal with people, people within an organization often change. It is the brand that remains. When you buy software from Microsoft, you are not buying software from George Turner down the street, you are buying the brand that delivers your preconceived mental picture of that company.
One of the most difficult things is to differential yourself from your brand. People buy brands even though the transaction may be through you. Brands can stand alone. From my own experience, my brand Blueprints for Success in the book industry, now stands alone. I do not need to be the only author, I can now push the brand rather than myself. The brand takes on a life of it's own when you are consistent with everything you do. It is the consistency in your marketing and sales that imprint that brand into the minds of the consumer, whether it is business to consumer or business to business.
Bette Daoust, Ph. D. is a speaker, author (over 170 books, articles, and publications), and consultant. She has provided marketing, sales, business development and training expertise for companies such as Peet's Coffee & Tea, Varian Medical Systems, Accenture, Avaya, Cisco Systems to name a few. Dr. Daoust has also done extensive work with small businesses in developing their marketing, training, and operational plans. You may contact Dr. Daoust at http://BizMechanix.com . You may also view her latest publications at http://BlueprintBooks.com . Dr. Daoust also writes for the National Networker http://theNationalNetworker.com .