Smart Business-Build a Great Brand for Your Business

Smart Business-Build a Great Brand for Your Business

"Build a great brand for your business."

By Harry S. Dennis III

"Branding? Yee-haw! A cattle issue? I don't think so.

How well do you think your branding iron is working to draw attention to you rather than a competitor's brand? What is a brand and how does it work to provide an important source of business value?

My thanks this month to a couple of The Executive Committee (TEC) experts on the subject-Duane Knapp and Wisconsin's own Tryg Jacobson, neither of whom deals with cattle.

'Branding represents the intangible part of your business, a collection of intangibles -ideas, feelings and word associations that reside in the real estate of your mind,' Jacobson said."

- A brand means trust. Plain and simple. Trust is gained from a customer when you do what you say you are going to do. This builds your reputation and, therefore, your customers trust in you. Being there when a customer needs you will build more brand awareness then anything else. Of course, you have to make sure that you are branding along with being there. Make sure your customer knows exactly who you are when you help them. This is the essesense of branding. -ed.

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