Branded For Success - The Entrepreneur’s Quick-Start Guide to Making a Profitable, Lasting Impression

Posted on May 9, 2007
Filed Under Branding, Branding Books, Branding Products, Chris Howard, Heather Kirk, Jim Howard |

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Jim Howard, Heather Kirk, Chris Howard

Excerpt from Chapter 1…….

What else is branding?

Branding is whatever people believe to be true about you, your company or your products and services. Note that we said whatever they believe to be true, not necessarily what is true.

How people perceive you to be becomes reality in their minds. If people think negatively about you, then they are going to stay away from you, whether you have the best company in the world or not. Alternatively, if they think you are the best, then you can have a lesser product and still come out on top.

Proper branding can help you dictate what the perception of your company is going to be. It is building an identity that demands respect and states positive messages to the marketplace.

Make no mistake about it. You will be branded. Whether you take the steps necessary to properly brand yourself or whether you let the consumer form his own opinion about you and your company, one way or another, you will be branded.

Branding is a profitable, long-term bond formed between an offering and a purchaser based on loyalty and trust.

This is accomplished by fulfilling your brand promise.

Your brand promise is what you tell the consumer they can expect when they purchase your products or services.

Fulfilling this brand promise will cause the consumer to trust you in the future and be loyal to buy from you over and over again. The ability to build this type of bond with your consumers is the true power of proper branding.

Ultimately, branding is the relationship built between the consumer and your products and services. It is this ongoing relationship that solidifies your company as the first choice to fulfill the need for whatever products and services you offer. If they buy into you, they are much more likely to buy what you’re selling.

Morgan James Publishing • ISBN: 1-60037-169-8

This excert may be reproduced with the permission of the author, author credits, and the inclusion of this paragraph:

© Jim Howard, Heather Kirk and Chris Howard are the authors of Branded For Success.

You can contact us at Chris@BrandedForSuccesss.com or 434-237-7798.

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