Let’s face it…we use the word “Brand” all of the time. We talk of brands we like, as well as the ones we do not like. Successful organizations have established valuable brand equity and a strong brand name. I have come up with an acronym that can help you to better understand and further relate to the subject of a brand.
A BRAND can be considered the Barometer reading of one’s Reputation, Attributes, Name, and Distinctiveness.
So the question is not if you have a brand or not, because all persons and organizations have a brand. Instead the question is: What do you do with your brand? In short, your brand is not defined by what you say it is but is characterized by what others say it is.
When thinking more deeply about your brand, you must first determine what your brand is all about. Obtaining feedback from those around you is a great place to start. Make sure to get feedback from those close to you as well as those who are more removed from you.
With this information, you can begin to determine the ways you want to purposefully grow, change, reframe, promote, and strengthen your current brand position. So, how do you define your brand? Remember – we all have one and there is no better time than a new year to address your brand!
Ryan T. Sauers President/CMO Sauers Communications
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