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Tuesday, June 16, 2009
Branding: Do You Really Get It?
It is easy to overcomplicate the concept of branding. Like it or not, everyone has it. The key is guiding and cultivating it. Making your brand what you want it to be, making it stand out, sending the message that you want people to recognize and identify with you and your firm.
We tend to think of branding in corporate terms – company image, the marketing message, and all of that. We think of McDonald’s, Wal-Mart, or GM. Recognizable slogans, the look and feel of something big, often something we have lived with all of our lives. Branding and institutions seem to go hand in hand.
Translating branding down to the individual or a small company (a group of individuals) can feel counterintuitive; the opposite of personal. This is where we lose the connection; where the term replaces the meaning.
Your brand is really just your "voice". It is your image and your style. It is how people identify you, what sets you apart from the crowd. It happens naturally, whether you are aware of it or not.
Your firm's brand must be authentic, but that does not mean you cannot control and shape it. It is the natural outgrowth of you and everyone in your firm and everything that the public sees and experiences when they come in contact with you and your firm in any way. This includes your marketing and much more.
Network Affiliates has over 25 years of experience working with attorneys, identifying their authentic brand, cultivating that natural spark and making it recognizable and meaningful to their potential clients.
We tend to think of branding in corporate terms – company image, the marketing message, and all of that. We think of McDonald’s, Wal-Mart, or GM. Recognizable slogans, the look and feel of something big, often something we have lived with all of our lives. Branding and institutions seem to go hand in hand.
Translating branding down to the individual or a small company (a group of individuals) can feel counterintuitive; the opposite of personal. This is where we lose the connection; where the term replaces the meaning.
Your brand is really just your "voice". It is your image and your style. It is how people identify you, what sets you apart from the crowd. It happens naturally, whether you are aware of it or not.
Your firm's brand must be authentic, but that does not mean you cannot control and shape it. It is the natural outgrowth of you and everyone in your firm and everything that the public sees and experiences when they come in contact with you and your firm in any way. This includes your marketing and much more.
Network Affiliates has over 25 years of experience working with attorneys, identifying their authentic brand, cultivating that natural spark and making it recognizable and meaningful to their potential clients.
posted by
Harlan Schillinger
at
8:49 AM
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