The Laws of Branding
Let’s start with the basics … What is a “Brand?”
Your brand is more than just a logo or catch slogan. According to Jerry McLaughlin of Forbes.com, your brand is what people think of when they hear your brand name. Properly building your brand is a careful orchestra that has to be thought out every step of the way. What you want people to think and how you want people to feel when they hear your name all factors into the brand that you are constructing. This is why it is important not to be quick to stamp your brand on everything that comes along. If you do, your brand looses its value.
Think of your brand similar to a “stamp of approval,” or recommendation. Would you recommend a friend to use a bad mechanic to fix her car? Or, would you vouch for a shady banker that is not good with handling funds properly? Of course you wouldn’t. So, why place your logo or brand on a product or service that does not meet the standard you would like to be known for? Or, why affiliate your brand with something you do not support? These are all things that must be considered when building and maintaining your brand worth.
I cannot possibly break down all there is to know about branding in one blog post, but I would like to share some of the nuggets of knowledge that have helped me along the way.
The 22 Immutable Laws of Branding by Al Ries and Laura Ries is an outstanding book. It’s a simple read that breaks down how to successfully build a “world-class brand.”