Setting Yourself Apart in a World of Brands

by Michael Drew on August 22, 2016

Michael Drew · Branding · August 22, 2016

Pendulum in Action, WE Cycle, build your brandIn my last post on Pendulum and business we looked at how to build trust with your tribe.

Here, we’ll look at what branding consists of in today’s WE Cycle, when today’s generation seeks real, raw and relevant conversations. Brand is important, but what is it really?

Branding is a buzzword that people throw around in marketing circles, and that seems to identify what it is a person might represent to a wider audience. But what is branding, exactly? And do you really need to pay attention to it?

Branding has different meanings, such as to mark by something (as with cattle) or to make a mark by charring. But in marketing it’s about differentiation and recognition. Roy H. Williams, my co-author on Pendulum and a brilliant marketer, defines branding as the sum total of all the things a company says about itself—the things that pop into your customers’ minds when they hear your name. We’ll explore this concept a little more shortly.

Your brand needs to appeal to the values of the current generation. What matters most of all with brand is what matters to the customer. 

Understanding how to apply Pendulum concepts will help you translate successful branding into a healthier bottom line in your business. In this next series of blog posts related to Pendulum and business we’re going to cover:

1. What branding isn’t

2. The three steps to create a brand

3. Why relationships are the glue to make your brand stick

If you’re a marketer or business owner, a blogger or a charity, you probably want to bring in more revenue, attract more clients, keep more clients, ensure the future of your business and get more referrals. And you’d probably like to do this while making a name, a difference in the world or money for yourself or your organization.

Taking the time to build relationships and build your brand is an effective way to reach all of those goals.

In our next post, we’ll look at what branding is not.


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