BRANDING

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WHAT IS

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This content is inspired from an article I’ve read on a great blog edited by Josh Kaufman called “The personal MBA ™”

You can visit the Blog athttp://personalmba.com/branding-overrated-buzzword/

Thank you Josh

CONTENT USED WITH PERMISSION

‘‘Branding is, by far, the single most

over-used and over-hyped business-related concept. I don’t say this lightly. My previous day job was marketing measurement for Procter & Gamble, the company that invented the term.

Josh Kaufman

BRANDWHICH

elements.

a

COMPOSEDIS

WITH

Influencing

REPUTATION

CONNOTATION

REPUTATION

CONNOTATION

REPUTATION

CONSISTENCY

REPUTATION

What people generally think about a product, a service, a company.

‘‘

Moleskine Notebooks have great paper.

Audi produces high-performing cars.‘‘

‘‘

Getting Things Doneis the bestproductivity bookthat has everbeen written.

CONNOTATION

The message you or your business is actively trying to present to others.

VolvoVolvo

SAFETYSAFETYVolvoVolvo ==

AppleApple

COOLCOOLAppleApple ==

SEXYSEXYIS

CONSISTENCY

Acting and presenting yourself in the same way over time.

If you’re niceto your customersonly half the time, what experiences will they remember ?

If you say you’re “trend-setting”one moment and “traditional” the next,

what will your customers think?

If you’re changing the face you present to the world every few months, what will people believe about you?

liar liar

TheThe

TheThe EndEnd

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