In this video blog post, I go over what is a brand, how is it different from “branding,” and finally what is brand management. And of course, why you essentially want to get hands on in the process as early as possible.

You know the inevitable things that happen to all of us? …whether we’re prepared for it or not. Things like your kids getting older (didn’t I just yesterday lug the carseat home from the hospital??) or the Tax Day (how is it possible that April 15 comes sooner every year???)

There just are some things that are like force of nature​​. And while some of them are deeply entangled with our personal lives… some affect our businesses. (No worries, I’m not going to be talking about taxes  😂)

One of these “forces of nature” for our businesses​​ is the Birth of Your Brand. The thing is… you brand can have a life of it’s own. Yup. That’s right. 

Your brand is not waiting until your are ready to start building it. Instead, your brand begins to form the day your business starts to operate. 

​​This is because ​​a brand is like a reputation: it’s essentially what your customers say about your business behind your back. What do your customers say about you when you’re not in the room?

And just like your reputation​​, your brand is formed by the experience people have with your business. And people talk.. boy, do they talk these days. 

So, if you own a business of basically any kind, you’re ALREADY involved in the process of creating and managing a brand — whether you’re prepared to do it or not. And I’m guessing, since you’re reading this email, you’d rather be prepared.

To make sure you understand what brands are made of (so that you know what you’ve gotten into), I made a super quick video (13 min 49 s) on “What is a brand? And why you might want to build one…”

The video in a nutshell:​​

  • ​Essentially your brand is like your reputation — it’s what people say about your and your business when you’re not in the room.
  • Your brand is also an experience, it’s a sum of all the thing that make up your business and the experience your customer has with it.
  • Branding then is the process and effort you put into build a brand — it’s the strategy and visual manifestation you build around it.
  • And finally, brand management is your best effort to influence the impression your customers have about your business on an on going basis. ​​