Molding the Branding Block

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Think of your brand as the shapeless block of granite before a sculptor. The beauty and power of the sculpture is buried somewhere in the stone and only the artist can bring it to life.

Your brand very much resembles that block of granite. A brand is not something that you create, rather something that you uncover from within. Your brand is what attracts your clients and prospects to their perception of the value that you and your firm can offer.  Creating a brand goes beyond selecting an attractive logo, a smart tagline or an engaging elevator speech. It entails the creation of a series of high-impact, clear and relevant messages that resonate with your key audiences and unquestionably define your value proposition.

Your brand is how the rest of the world sees and describes you, your work, your associates and your capabilities. As a consequence, it exists whether you like it or not. Rather than passively accepting this perception, understanding the nature of branding and how it works will enable you to create and fine-tune an image that has a positive impact on your constituencies. Here are three basic concepts that will help you with your brand building process:

Position — Identify your unique value proposition and how your clients benefit from the services you provide. Establish what your core differentiators are, what makes your brand stand out and be chosen over that of your competitors.

PromiseYour brand is the “promise” you make to the market. It is the MOST important element of your brand-building process. This promise should drive virtually every aspect of your marketing and client experience by unquestionably defining what your clients should expect from an interaction with your firm.

Proposition — Single out what makes you different in the marketplace and clearly convey it to your audiences. Avoid making the mistake of confusing attributes — i.e., impeccable services, high integrity, etc. — with the core qualities that deliver your brand promise. Your attributes represent only how you differentiate yourself. Identifying what makes you different and positioning your firm accordingly is the core of your proposition.

Remember: Your clients are the most important source for what your firm is all about. Good communication with your clients enables you to ultimately achieve three key strategic goals:

  1. Build credibility and trust
  2. Control your brand development and perception
  3. Maximize the value of your offerings

Have you built a brand for your business? Is it working for you? If you have a question, I’ll be glad to answer it for you. Just leave a comment.

A happy, healthy and safe holiday season to you all!

Claudio Pannunzio
Blue Chip Public Relations
Greenwich, Conn.

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