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The Four "W's of Branding

Of all the things in business you can make difficult, branding has to be close to the top of the list. We all know the importance of branding, and brand management, and as such tend to over think it. Branding really comes down to answering these four questions and then remaining consistent to your answers as implement your marketing messages.

This is the foundation of a great brand, focus on it while building yours.

Who Are You?
Seems simple on the surface, but often overlooked. Your brand will reflect who you are as a person, and as a company. What do you stand for, what is your mission, do you have core values and principals that drive your business decisions? All of those go into what makes you, you. And it’s the first step in fleshing out your brand.

What Do You Do?
What does your business do? This one is pretty straight forward, it’s essentially your elevator speech, or how you would sum up your business if given 30 seconds to talk about it. Focus on your core competencies when answering “what do you do”; because while we may think we’re all things to everybody, in reality there are specialties within our businesses that should be highlighted.

Why Does it Matter?
This is a tough one for many. Exactly why does what you do matter? How does your business touch people, interact with the customer, in such a way that it is relevant? Until you know why you matter, and to whom you matter, you can’t begin to develop the proper messages that will act as the foundation of your brand.

What Makes You Different?
If you’re exactly the same as the next guy it’s going to be hard to develop a meaningful brand. The good news is hardly anyone is exactly the same as the next guy. You have strengths, beliefs, ideas, and business models that make you different. Your answers to the other three questions should help you realize your differences, and what makes you unique. Focus on your competitive advantage, and when it comes to building a brand remember to celebrate your differences.

In a Nutshell
That’s really all there is to developing the messages that will build your brand. Forget logos, fonts, colors, or any other brand building tool until you answer the questions above. Those are brand strentheners, not brand builders, knowing the four W’s is the foundation from which to build on.

Bedtime Stories
Aren't Just for Kids Anymore

Remember bedtime stories? You're probably reciting the same fairy tales to your kids that your parents lulled you to sleep with. Why? Because you remember them. Wouldn't it be great if your clients remembered you half so well as you recall the Big Bad Wolf and Cinderella's Fairy Godmother?

Borrowing from psychology, that's the idea behind a new and motivational concept called narrative theory. "No matter what its size, specialty or scope, every organization has its own unique legends and lore that become part of the very fabric of its identity," says a journal published by the Stanford Alumni Association.

If you want to build your company identity, grab a teddy bear and start articulating your legends and lore -- your company story. Having your company story up your sleeve comes in handy. You might use it in presentations, your, or a prospectus. Some companies, like Caribou Coffee, post theirs on the wall for everyone to see. But most importantly, you seize "the tremendous power of using these stories to, implement change, and motivate employees," according to Peg Neuhauser, author of Corporate Legends and Lore.
Types of Company Stories You Can Tell The Time Line Story This doesn't even need sentences. Just map out the key dates of your, like when you got the idea, opened the doors, served your one thousandth customer. It helps employees and clients feel they're participating in something with a past and a future. It can also help you tell more elaborate stories.

The "Idea" Story Caribou Coffee, a Starbucks competitor, uses and posts this one. It tells of the founders, husband and wife, who spied a herd of caribou from an Alaskan mountaintop and decided then and there to create a place that felt like a mountain lodge. Its characters and plot revolve around one pivotal moment or idea. This story type works well for and any biz that forges new territory.

The Everybody eats this one up! Especially Ben & Jerry, the ice cream moguls. It starts with two unemployed guys and an idea (like buying a home ice cream maker). It then tells of their transformation, and how their hometown values and interests led them to fame and fortune.

The Survivor Story Tells how your biz overcame daunting odds to get where it is now. Everybody loves an underdog!

The Hero or Great Feat Another effective story type, this tells of a great deed that helped establish or guarantee the success of your business. It often involves helping your market or community and deriving your success from theirs.

The list goes on. To start yours, first brainstorm. Stick to the truth (they're stories, not myths!) And remember, good stories hinge on interesting characters, plots, and settings. Identify these in your business, and then your company story is sure to keep 'em up past bedtime.