Over twenty-eight years ago I started a branding firm. A company whose marketing efforts for clients began at the very core of what help makes companies viable and long standing. The focus on brand today has now become a popular word for ad agencies and media companies to toss around. A word that can be added to the product or service offerings performed. In many of these cases the word branding just means more production- something that many ad agencies continue to place their primary focus.

But successful branding is not as easy as the production of a logo, a clever slogan or even a nice brochure- successful branding begins and is maintained from the inside out. It’s not easy, in fact it takes a great deal of hard work, time and thought to make this happen successfully; but the rewards, especially in an economy such as what we have today, can be invaluable.

Bottom Line: Successful branding begins with taking the time to plan- not just talk or develop ideas in your head but putting them on paper in a written business plan. Successful branding continues with being able to offer uniqueness to those you have targeted to serve- clients/customers. Successful branding is being true to that brand- even in the most difficult times but finding a way to be flexible and expand the reach of your brand without changing it. Finally, successful branding is involving the day to day operations, structures, procedures and training of staff to insure what you have promised your audience will happen.

Having trouble establishing your brand? Think inside out, it works and it will last