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Are You Brand WorthyKim Castle Branding is one hot topic, although it is wildly misunderstood. To make things even more confusing, branding is often tossed in the same basket as marketing which makes its application to an entrepreneur or sole-practioner even more unclear. While out speaking on branding, the question that I hear most is "How do I know if my business or service is brand material" With businesses opening left and right, and more and more closing each year, Im glad there are smart business owners open to understanding the issue. If youve found yourself asking the same thing, dont worry youre not alone. Perhaps, this can shed some light. At a recent luncheon, the same question came up again in a different way. I was seated next to an attorney whose sole practice focuses on elder abuse cases, he asked me in rapid succession a manner that showed me hed be great in court: "Isnt branding for businesses that make a lot of stuff"
Smiling, I fired back, "yes, yes, and... no". Yes, branding is most often associated with businesses that make a lot of stuff. Yes, branding is advantageous if you want to sell a lot of stuff. No, branding is not pointless because every business makes something or offers a service and wants to sell it. Branding is about making your product or service known to as many potential customers as possible, consistently, with the most effective use of your time and money. Branding is about repeat business. Branding is about effortless referrals. Wouldnt that be a benefit to ANY business, especially yours To help you gain more brand-worthy clarity, ask yourself the following questions:
If your answers to these questions are yes, then you have the makings to develop your business as a brand. You just need the knowledge and practice to do so. If youre shaky on some of the questions, find out why. Even if you never develop your business as a brand, solid yeses to these simple questions will only make your business more successful and more enjoyable. After all, isnt that we all want Kim A. Castle, Co-founder BrandU™, Co-Author of Why Brand: Big Business Success No Matter Your Size, and BrandU™ Bible, the only step-by-step workbook for developing your business as a brand.
© 2004 Castle Montone, Limited Reprinted with Permission.
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