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Building Your Brand

A brand is a promise of the value your prospects/customers will receive. In today’s complex and competing world your customers must not only acknowledge but support the promise of your brand if you wish to get the position or contract you want with the firm you want to work with.

To become a brand, you’ve got to become completely focused on what you do that adds value. Do you deliver your commitments on time, every time? Do you anticipate and solve problems before they become crises? Do your stakeholders save money and headaches just by having you on the team? Do you complete projects within the allotted budget?  Do you create value in your relationships with others, from the top leader to the person at the reception desk?
Every person needs to evaluate his/her brand identity against the following criteria:

Relevance to the Market

A brand must stand for something that is meaningful to your target market. Your brand encompasses the total experience of knowing you and/or doing business with you.

Consistency of Behavior and Habits

People must be able to depend on the brand to deliver the same experience every time. Because your stakeholders experience your values through you, the only way they will truly become loyal to your brand is through your dedication and consistency. In other words, walk the talk.


A brand is not a logo or an advertising strategy. The strength of your brand is in the relationship between you and your customers. The stronger the relationship, the more business you will do together, and the more likely it is that your customers will refer you to their friends and business associates.

Loyalty To The Customer Is Returned

The test of your brand is, in fact, the strength of loyalty it generates. If you have  strong relationships with your target audience, then you have a strong brand.

Reputation Is Priceless

The only way to be successful in business is by establishing a good reputation. Your reputation works by communicating the relationship you have with people who’ve done business with you, and your target market in general.

Good brands stand the test of time. To develop a brand that will last a lifetime, go beyond what you do right now. Most executives today will have multiple positions, in multiple organizations, as they continue to contribute. Will you be remembered by the positions you had or the personal brand you brought to each? What more could you do for the people in your life be they friends, family or customers?

If you establish a place of trust and relevance in peoples’ minds, you’re already in the door. The more people believe in your brand, the more it will spread throughout your life without your pushing. If your brand is clear, distinctive, and easily understood, and expresses a unique, compelling benefit that people believe in, it will bring you all the business you can handle and an abundance of positive relationships.

About the Author:

The Balanced WorkLife Company is dedicated to helping the best get better while they enjoy the journey. Our programs give you access to tools and methodologies that allow you to break through the barriers and achieve your goals while also helping you enjoy a balance between and within your job, your career and your personal life. Whether you are a seasoned professional or just starting your career, the Balanced WorkLife Company can help you achieve your ultimate potential. To learn more, visit and download our free report “The 16 Most Common Networking Mistakes to Avoid,” which is jam-packed with information to help you develop and build long-lasting business and social relationships.



1 Response to What Do You Stand For? What is Your Brand?

Steve Scott Site

July 25th, 2010 at 6:10 am

Great post.

I wholeheartedly agree on the importance of branding and reading this refreshed the importance of it in my mind. In old times people knew the people they bought from on a personal level and knew they could trust these people. Now that is impossible.

But you can engender some of that same trust and confidence by developing a strong brand that people can equate to with faith and integrity. The only thing is once you lose that faith people are gone forever, so you must remain diligent.



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