Can Branding Be Augmented Without Working At It?

The answer in most cases is NO. Branding takes a very conscious effort on the part of the brand manager/ entrepreneur. Sure there is always an exception to the rule; however, it doesn't mean the principles of branding were not present, it just means that the manager did not have a specific plan. The brand has to stand for something to build the perception in consumers mind that it is worthy. The best approach for branding is to take charge, understand your brand, and make sure that your brand tells a story.

How do you do this? A few assignments to get you started might help:

• Vision, Mission, Core Values. There is a direct correlation between your brand, its success, and these components. If you haven't already, write down your vision, mission, and core values. A vision statement is based on where you want to be in the next 5-10 years. This is usually derived from several factors but most importantly - strategy. Do a SWOTT (Strengths, Weaknesses, Opportunity, Trend, and Threat) Analysis and you might learn more about your industry and the direction you need to take in order to achieve long-term growth. The mission statement should determine how you are going to get the internal and external audiences to achieve the vision (5-10 yr. plan). Core values are typically 5-7 attributes that you and your staff can buy into to achieve your goals. For instance, integrity, sustainability, environmentally responsible, etc... See www.bp.com for excellent examples of how to establish strong values to drive your brand.
  
• Tell a story. Once I understood that every brand tells a story, a light bulb went off for me. Explaining to clients what branding is can be difficult and the concept of telling a story makes sense to most people. If you aren't sure, put on your journalistic hat and write down what you 'think' your brand's story is and see if you can develop a compassionate story line to weave in the fabric of your brand if you haven't already.
  
• Express your brand. If you have found the story of your brand and you know where you want to be in 5-10 years and beyond - it's time to express yourself. Create copy, collateral, and ads that represent your brand from the inside out. Your brand should connect the dots for consumers. Your brand is competing with over 2000 messages a day your audience is exposed to on average. It has to be simple, make sense, and tell a story.

Learning more about branding is critical for the sustainability of your brand. You can learn more about branding here on this blog or read the Seven Myths About Branding. It's your responsibility to know as much as you can about how to build your brand efficiently and effectively.

A good example of this: Cingular, BP, Coca Cola, and Starbuck's.

Trisha Ahlman is the CEO of Augment Marketing Group and has nearly 20 years experience in marketing for corporations and small businesses. She sits on several creative and strategic development boards nationwide. "Inspired by growth" from its inception, Augment's mission is to inspire growth in all businesses large or small when developing strong brands. We believe in inspiring, learning and growing. She can be reached at trisha@augmentgroup.com