It is important to have branding guidelines to help you in creating your own brand. Not knowing what works and what doesn’t work will have a major effect on your outcome. Find out some important branding guidelines in this portion of an interview between Dale Beaumont and Justin Herald. In-demand corporate and public speaker. Founder of Attitude Clothing, a multi-million dollar company he started with only 50 bucks.
What are some of the most important things you’ve learned about branding?
Trust is the big one. Big companies spend a fortune on their branding, but forget that it is the customers’ trust that they should be aiming for. When it comes to branding, you have to be what you say you are. I’ll give you an example. I went into a service station the other day that currently has an ad on television telling me how friendly they are and how they will go out of their way to help me. Well, I had to wait a full five minutes for the guy behind the counter to get off his personal phone call before he even served me. That company would have spent millions of dollars on that ad, but that one employee has just gone and ruined the brand perception. I even asked him if he had seen his company’s new ad – he hadn’t. So it’s a bit bizarre when some companies try and tell the customer something about what they stand for and what they’re all about, but they don’t bother to inform their own staff who are the people that are delivering the promise of the brand.
Branding is about more than just putting an ad on television or in the newspaper. It is about the perception that the customer has of your product without even seeing it. So if I say ‘such-and-such’ about Attitude, people need to have a perception in their heads about what Attitude is all about even if they haven’t seen the products. Then we need to live up to their perception. That’s where a lot of companies, even big companies, make mistakes. They employ marketing organizations or branding experts that have never run a business and have never owned a brand, and then wonder why they missed the mark.
My branding is always going to be aimed at the people who are buying my products and I need to know where they’re at.
For more on this interview and information on Branding check out “Secrets of Male Entrepreneurs Exposed!“.