Brand vs Personal Branding

Recently grabbed some random course on branding and jumped. Everything was so messed up. “The brand is you,” says the branding “expert”. Really? The girl who teaches this didn’t know what the brand is. The lessons are free and many people will learn this “truth”.

Do you want to know what is a brand and what is the difference between personal branding and branding for business? Let’s assume that you do 🙂

In a case of Personal Branding, People become brands. This practice helps them create a better connection, find more business or better jobs. But Personal Branding, when “You are the brand”, always based on the particular person behind. This concept is also called self-packaging.

On the other hand, a Company Brand is a promise which you share with your customers. The value, philosophy, style, qualities, experiences represent a single company. The brand forms an image in a client’s mind. People refer to this image any time they see your identity elements (such as a logo) on your promo materials. For example, when they see the Nike logo, they may automatically think “sport, dynamic, young”. So the Brand is a promise and the image in a customer’s mind. It’s not you, he or she. Every single person has his own image of the brand in mind. The only way you can control it is by providing consistent quality of your goods and relevant messages through various information channels. The primary goal is to create a connection between identity elements, logo, style, and your company products or services.

So, as you see while Your Personal Brand is You. The company Brand is a whole system and maybe not you at all.

Next time we will talk about who or what is going to become a Brand. You? Your Biz? Your Product?

Who to Brand. You? Your Biz? Your Product?

That happens quite often. Once the Business starts working, the owner decides to establish the brand. It’s a big responsibility; that means the stronger your business, the better experience you can deliver to your clients. And, here are three branding ways to choose.

The first way is to Transform You into a Brand.

Name your site with your name and promote your photos on every banner or poster you share. That works well for artists, dancers, Stylists, and Photographers or any other creative entrepreneur whose product depends on the creator’s personality.
There are pros and cons. If you are not comfortable with the publicity, it may be a bad idea. If you want to sell this business sooner or later, it might be difficult, but not impossible. A bright side – you don’t need to create much, the ready-made persona is already here. With some polishing and adjustments towards Leadership and Personal Branding – all is done.
Examples: Marina Abramovich, Picasso, Karl Lagerfeld

Second is to brand your company.

Creating a Brand for your business means to create a promise to your customers. The Product Quality, Presentation, Promotion Material all follow the particular rules to deliver a consistent and recognisable result. Once the buyer experiences the product, it also gets a set of information which goes with it and creates a connection between clients’ emotions and the brand.
There are pros and cons as well. It’s a tough job to create a very complex system which promotes your business even when you’re asleep. The brand has its value, it adds to the cost of the company if you want to sell it. You can delegate the work to other people as the enterprise isn’t associated with a particular person.
Examples: Disney, Lego, Samsung

The third way is to brand your Product

If your company has many products, you may like to brand products. Just like Unilever has Dove, Knorr, Lipton, Surf and many others. Their products, even compete sometimes, but it benefits the main company nevertheless. So if you have a broad range of goods, you may like to choose this method of branding.

After all, it’s all about the three “How”s. How are you going to present yourself, How you are going to attract clients, How you are going to make them buy your products or services?

Word of mouth is the best medium of all. ~Bill Bernbach

5 Reasons to have a better brand for successful business. The reason No 2

Brand doesn’t only make you different than competitors. It also allows you to share you values and ideas and become much more than just a regular product or service.

Our example here will be more than obvious – Apple. Personally, I met many people who can’t imagine their life without Apple products. They speak about Android devices in rather a petty manner. As if they have all world and you, the little android holder has only a handle from the door to this world. Well, it may sound pathetic, but these people give a huge advantage to some smart marketers.

Check it out. iPhones and Macs share typical aesthetic which defines a minimalistic style in design for a few generations. Guess what these people buy? Yes, my friend, I believe you guess right. They buy other stuff in same minimalistic style. Means you can target them if your product or service share similar values like Apple.

You can define other groups of people that love other brands dearly. And you will find that they share similar values like the brands they like.

Usually, it makes the promotional planning a lot easier. If your target group prefers Mercedes, check their campaign. If they love Karl Lagerfeld, see what values Karl Lagerfeld promotes.

Eventually, you will create your values which your tribe will follow, but just for a start, follow the leaders and their tribe and get fast results from research they have already done.

So the reason No 2.

The brand is in sharing the values and attracting like-minded people to your products and services.

Check all 5 reasons to have a better brand:

No. 1 “Branding helps you create a unique impression and gives you a chance to be memorable.”
No. 2 “The brand is in sharing the values and attracting like-minded people to your products and services.”
No. 3 “Good brand motivates your team and customers”
No. 4 “Branding helps you advertise effectively &creates a connection between the product and the customer.”
No. 5 “Brand adds value to your business”

This big mistake in SMS marketing may cost you clients.

SMS marketing is very popular today. First of all, it’s relatively affordable. On the other hand, it can make miracles if you have an excellent database of numbers. Unlike online tools, SMS marketing also works especially well for local businesses. However, many business owners take it as granted. They think this way: “Well, I paid, let’s send something.” But like any other marketing tool, this one requires research and strategy.

Almost all people have a mobile phone today. What can be easier than just sending them an SMS and they will all race to buy from you, is that what you think? Well, let’s face the truth, most of the phone users ignore advertising news. And if you do not craft your messages wisely, if you do not use copywriting tricks to engage the prospect, then it won’t work.

You need to research when your target audience may need your product. Let’s say you have a restaurant, then send your SMS two hours or even one hour before lunch. The message has to be relevant and attractive, propose some combos, discount, or special event. Avoid uncommonly, strange words short forms. Your prospects may not get what were you trying to say. Give a link if relevant to the audience.

But here is the big mistake in SMS marketing which may cost you, clients. And here is the live story.

It was on Saturday; the day you want to sleep a little bit longer to rest after a hard working week. You have your plans to relax and morning coffee at about 9 or 10 am. Perhaps on Friday night, you had a real party or so, because you knew “tomorrow is a weekend” and you could take your time. But, someone smart decided that sending SMS for their company is super important to increase the sales. Somebody put an automatic update. And. TADAM! I got a compelling brand message from Dunkin’ Donuts, which informed me that I can claim my reward points. Great information, isn’t it? Except one thing, I got it at 6:08 am on Saturday Morning.

This big mistake in SMS marketing may cost you clients.

Was this information urgent? No. Was this information relevant to the time of the day? No. Did it make me buy more? No. (It pissed me off.) And there is nothing rational in pissed off customers. The SMS may look like a small thing, but when you send thousands of them, it costs money. Imagine you pay money to lose customers. Does it sound like an investment? No. And here is the sad truth. Dunkin’ Donuts is a significant player and the loss of a client or even hundred customers may not be a big deal. They can afford not to give a damn and send the SMS all night long. But if you have a small business the irrelevant, promotional SMS at 6 am can cost you the customers. (That’s relevant to the other annoying promotional activity as well)

Unfortunately, such mistakes may happen because of the SMS provider. And here is another sad truth, your customer doesn’t want to know who was that a-hole who woke him up at 6 am on Saturday. It’s only your loss not provider’s one. (Just put attention on such cases).

So here is the advice. When you send promotional SMS, think of these points.

  • What your are customers doing right now?
  • How is your message going to increase the sales?
  • Treat your customer as human, as if he is you or your friend.

In conclusion, let me say. It can work. Being more dedicated to your marketing, and not leaving everything on marketing team can be a good strategy when the business is at the starting point.

Wish your business many happy customers and inspiration for good messages. Cheers 🙂