What Do You Stand For? What is Your Brand?

Building Your BrandrnA brand is a promise of the value your prospects/customers will receive. In today’s complex and competing world your customers must not only acknowledge but support the promise of your brand if you wish to get the position or contract you want with the firm you want to work with.rnTo become a brand, you’ve got to become completely focused on what you do that adds value. Do you deliver your commitments on time, every time? Do you anticipate and solve problems before they become crises? Do your stakeholders save money and headaches just by having you on the team? Do you complete projects within the allotted budget? Do you create value in your relationships with others, from the top leader to the person at the reception desk?rnEvery person needs to evaluate his/her brand identity against the following criteria:rnRelevance to the MarketrnA brand must stand for something that is meaningful to your target market. Your brand encompasses the total experience of knowing you and/or doing business with you.rnConsistency of Behavior and HabitsrnPeople must be able to depend on the brand to deliver the same experience every time. Because your stakeholders experience your values through you, the only way they will truly become loyal to your brand is through your dedication and consistency. In other words, walk the talk.rnRelationship-BuildingrnA brand is not a logo or an advertising strategy. The strength of your brand is in the relationship between you and your customers. The stronger the relationship, the more business you will do together, and the more likely it is that your customers will refer you to their friends and business associates.rnLoyalty To The Customer Is ReturnedrnThe test of your brand is, in fact, the strength of loyalty it generates. If you have strong relationships with your target audience, then you have a strong brand.rnReputation Is PricelessrnThe only way to be successful in business is by establishing a good reputation. Your reputation works by communicating the relationship you have with people who’ve done business with you, and your target market in general.rnGood brands stand the test of time. To develop a brand that will last a lifetime, go beyond what you do right now. Most executives today will have multiple positions, in multiple organizations, as they continue to contribute. Will you be remembered by the positions you had or the personal brand you brought to each? What more could you do for the people in your life be they friends, family or customers?rnIf you establish a place of trust and relevance in peoples’ minds, you’re already in the door. The more people believe in your brand, the more it will spread throughout your life without your pushing. If your brand is clear, distinctive, and easily understood, and expresses a unique, compelling benefit that people believe in, it will bring you all the business you can handle and an abundance of positive relationships.