Branding Excellence

A common misconception about branding is that it is about plastering your company name everywhere you can. It’s about being like McDonalds where everyone knows what those golden arches represent. In most business people’s minds, branding is expensive and is all about having enough money to advertise in the right spot.

This simply is not true.

Branding excellence is far different. Branding excellence is about stating who you are as a company and making that statement reflect in everything you do ~ everything you produce, everything you distribute and everything you say. Branding excellence needs to be evident every time you have an interaction with one of your employees and every time anyone from your organization interacts with a customer. Your company brand is reflected in all the ways we communicate both verbally and more importantly nonverbally.

We all have heard the studies that say 95% of our communication is nonverbal. The same is true for companies.

Leaders often mistake branding as another marketing activity that is nice to have if you have the money to spend, but it is far more important than just another activity. The fact is branding excellence doesn’t have to cost a lot of money although it requires strategic thought and consistency.

So many companies make the mistake of leaving branding to the marketing department when branding excellence needs to be everyone’s priority. It needs to be at the very center of the business strategy. By adding branding excellence as one of the foundation stones of your business, you will help ensure long-term success.