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Dennis Thorgesen
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Building a brand; branding answers

Published on 11/9/2014
For additional information  Click Here

Building a
brand; branding answers
Lisech eMarketing small logo

First and most important if you are marketing anything you are building a brand. Branding questions should be at the top of your list. Even people who are selling them as a person are building a brand.

What is a brand?

It is the perception by others when they see or hear about you at any time. In
everything you do, your goal is to have people who see you, look at your
company as a single word. This one word in all truthfulness defines your
company. Its job is to show why you are the only one who can provide this value
to the potential and existing customer base in your niche.


The whole reason for creating your identity is you are making a promise to those
who become customers. This promise is the foundation of and reason you are in
business. It has to be something that can consistently be delivered. Mc Donalds®
many believe doesn’t make the best hamburger. They never promised they did. 

What they do promise is consistency and speed of delivery. Those promises they do live up to. My personal experience with Mc Donalds® is only within the United States. I personally have not been able to tell the difference from one coast to the other and I have lived on
both and many places in between.  There is never a time I have had to wait for my order longer than the fastest restaurant I have ever been in which I have been served.  

 brand promise graphic

Singularity of focus

Although there are many companies today who are forgetting to focus on this single word,
they are paying a price for doing so. It is simpler to create a second new focus
than to lump in items, which don’t fit the word.  If your focus is, [age defying] it is better
to create a new focus and a new identity for the foot cream you just created.

How does this fit for people with more than one focus?

The next two paragraphs are strictly aimed towards those who are part of more than one Multi-level marketing company.  

Don’t identify the products, identify you. In this case, you want to be the singularity of
focus. People are in reality buying what you can personally do for them rather than the
products you carry. The value of working with you will be your focus and should
be your only focus.

If you have more than one focus this might also work

Agreat example of this type of identity is #Jamesthehealthycoffeeguy in this he
identifies who he is and what he does. In his case, coffee is not his only
product. People do buy his other products because he delivers on the promise of
healthy coffee. 

Parent company and new product

Any new product you create should have its own identity. If the parent company is
used at all, it should be a small part of what the customer sees. The graphic
below will give an example of this concept.

 Lisech eMarketing child brand


There are a limited number of words

This is one of the reasons people spend big money to reach their audience. There is
going to be competition for your word. Disney® isn’t the only company that fits
under the word “magical.” To keep the meaning pertinent they consistently put
the word out so no one will forget they were first.  If you can make another companies word work in your category it is fine to use it. In the end, your customers will help decide
your word. This is especially true if you don’t focus on it. In many cases, you
will not like the word others choose for you.  Choose your word, use it so others can start
seeing you fit the word.

Lisech eMarketng magical


Why then do
companies pay sometimes a million or more dollars for branding?

It all comes down to value. This is the value; you want others to see in your brand. No
one has successfully created a brand identity for a product or service with a
single word or logo. The trust and understanding the value you bring has to be
created. This is where your picture, logo, content, likes, shares, PowerPoints
and videos come into play.
8, 2014 10:00 PM CST Dennis Thorgesen, Lisechglobal consulting, Lisech
eMarketing, all rights reserved.


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