One of my favorite marketing types is Bill Gluth (www.billgluth.com). I have used his unique and insightful thoughts on this page for years and he never disappoints. My latest favorite is a blog item where Bill urges new thinking on how to define branding.
He begins with urging us to throw out the old definition of the use of a name, logo, slogan and/or design scheme which is associated with a product or service. Too many businesses in the marketplace continue with the antiquated ideas about brand recognition. Instead, refine your brand to reflect who you are honestly and transparently.
Mostly due to the proliferation of social media, Gluth revises the definition of branding to “Sharing the authentic expression of your greatest gifts and personal caring attitude with those you’re most likely to serve well.” Gluth’s message is that you, the business owner, are the brand and everything you do and all that you choose not to do communicates the value and character of your brand.
“Branding is the picture of you that comes to mind when someone you may serve thinks of you and your business,” Gluth writes. “It’s not about logos, words or images anymore.”
The marketing “creative thinker”, as Gluth likes to call himself, says here’s what you focus on when building your brand:
· Your talent,
· You experience and
· Your hard-won knowledge.
“Once you have that story you can create a picture, a memorable image to share that reminds people of their experience with you and your energy,” he writes. “That’s what branding is all about as we move into the new, more enlightened business energy called NOW.”