Why Does Branding Matter More Now?
Branding is not for bloated budgets. That's a myth propagated by people who have spent $1 million dollars and then decided to revert back to their logo from 1970. You may have been in one of those bitter branding meltdowns.
Instead, branding is even more important when budgets are slim. Here's why:
Information overload and info fatigue means getting messages through to people is tougher. With a weak brand, you're the white bread on the plate with your customers waiting for the oat bran or something more distinct.
People are visually more sophisticated and have high expectations when it comes to professionalism and experience. We live in an age when every one is a graphic designer in his or her mind and people make decisions and impressions quickly based on what they see.
People are looking for indicators re: reputation, distinction and image, craving authenticity and transparency. If your customer is looking at many web sites for a product or service, what is the one thing that breaks through to them? Usually, it is something about the way you "feel" to them. Think about how you express yourself. It matters to person behind the mouse -- no not Walt Disney, your customer.
Personal Brand Triggers:
There's the company brand, but then there is the personal brand. In large organizations, the company brand is often made up of many personal brands. But, personal brands are not just for gurus or rock stars. They are for everyone. How you develop yours, just depends on where you are in your career.
Are you in career transition and need to reinvent yourself?
Do you need a presence for networking and new business on the Internet and in social media?
Are you a successful small business owner or consultant who needs to reposition yourself or increase your profile within your industry?
Or maybe you are starting a business or launching a new venture or product?
Challenges present opportunities. So, look at whatever change you're facing and evaluate your brand for the new normal. It doesn't hurt. You may even have some fun.
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