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Dennis Thorgesen
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What is the value of branding?

Published on 10/22/2015
For additional information  Click Here

What is the value of branding? lisech small logo

I have met many people over the years who believe spamming is branding. Well; guess what? They are right. Everything you do reflects on your brand, so if you spam others they brand you as a spammer. If they remember your name or logo, they won’t remember value, and it will be as “do not do business with this person or company.”

A brands function

Even today, ranchers brand their cattle. In their case, it is proof of ownership. For companies it is a little different. People take pride in the brands they buy and use. A happy customer can be a repeat customer for life. It is my guess you have told someone “I own or have a?” As a brand builder (which is every business owner), you want people saying, “I have or own a-- followed by your brand name.” It is the buyers use of your brand name that gives it value. 

Most accepted forms of branding

Self-branding is what most people in internet business are doing. This is an accepted practice, which has been going on since the inception of the internet.  In reality, self-branding through computers started for my half-brother and me in 1982. He was the “geek” and I the “user" of the programs he created. The program he created that was most used, was for bidding concrete needs for jobs. There is also company branding and product branding.

What does self-branding do for you?

It helps people remember your name. Many of my internet friends have or have had websites with domain names, which were their real names. At one point, I owned For name recognition to work, your name must be recognized as someone of value. Those who do it best have squeaky clean reputations. Your name has to be associated as well within a niche and for value wanted by people who search the niche. Niches are defined by your keywords. 

Self Branding What value do you bring

Company branding

This is a horse of another color. It is not enough for people to know your company exists. You also have to show them the value your company brings into the lives of those who find it. They, brands have no value if no one knows or can find your company or if you are not showing how your company will be of value to their lives. Companies are not advertised as much as they are marketed. 

Lisechglobal ad identity consulting

Product brands

These represent a product made by a company. One of my favorite examples to use is Kleenex®.  A good product brand name can be interchanged with the name used to define a product made by many manufacturers. You are as likely to ask for a Kleenex as a tissue. No one says this isn’t Kleenex, they hand you a tissue or show you where to find them.  When you are at the store shopping the name Kleenex will come to mind when searching for tissues.

If you want people to remember you, be first

This can’t be stressed enough. If you can’t be first, find a niche in which you can. It is important that the niche (keyword) relate to what you do. This is generally done by moving to a sub niche. Sometimes a single added keyword creates a niche in which you can be first. If you have no idea how, we are here to help. ©October 16, 2015 6:30 PM CDT Dennis Thorgesen, Lisechglobal business and brand consulting, Lisech eMarketing, all rights reserved.


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