| Ask yourself this question: why does most of the | | | | principles means you never have to make excuses or |
| population own an article of clothing with the Nike | | | | think about what the right answer should be, you |
| "Swoosh" on it? Is the T-Shirt any better than one | | | | already know the answers. It also clarifies what you |
| without the logo? Why did someone pay four times | | | | want to project to the community and to prospective |
| more for that shirt than the non-logo shirt next to it on | | | | customers. |
| the rack? The answer, of course, is that the Nike | | | | It's important to remember, there is no "right answer" to |
| Brand represents an image that the person wearing | | | | these questions, your business must match your |
| that garment wants to project onto himself and is | | | | personality and what you believe in. Here's an example: |
| willing to pay a premium to do so. | | | | The owner of the finest restaurant in your town loves |
| Another question: Do you think Anheuser Busch | | | | running that restaurant. He loves getting dressed up in |
| expects you to buy a Budweiser just because you | | | | a tuxedo every night, he loves comparing wines to one |
| saw a billboard with a team of Clydesdales on it? No. | | | | another and he loves catering to demanding |
| They do, however, want to impress a wholesome, | | | | customers. The restaurant reflects his personality and |
| family friendly image into your mind so that when you | | | | what he believes in. The owner of the local burger joint |
| think beer, you think of and desire to associate | | | | loves running that restaurant. He loves wearing blue |
| yourself with the Budweiser brand rather than Miller, | | | | jeans to work, he loves having nights off to spend with |
| Heineken or any other brand. | | | | his family and he loves telling stories about how many |
| Does McDonald's make the best cheeseburger you've | | | | customers he can serve in one day. His restaurant |
| ever tasted? Then why do you continue to eat there? | | | | also reflects his personality and what he believes in. |
| Did you shave this morning with a Gillette razor? | | | | Both owners make a good living and enjoy what they |
| These are some of America's best known brands. | | | | do, but they could NEVER run each other's |
| When it comes down to it, these companies are better | | | | restaurants, the internal brands of the people running |
| at advertising than anyone on the planet. Consumers | | | | them are just too different. |
| want to associate with these companies; they want to | | | | Step two for building a brand: |
| purchase their products, and people will gladly pay | | | | Write down what you would like to be written on your |
| more for these products that are, in many ways, | | | | business's tombstone. |
| inferior to their competition. | | | | That's your guiding principle, your company's internal |
| Does your small business have a brand? | | | | brand. Everything you do from now on should focus |
| Think about this for a minute--what image does your | | | | on building your company's external brand to match |
| company project to the community at large? Are you | | | | the internal brand. |
| creating a brand that your customers will want to | | | | But before you start on advertising or marketing, focus |
| associate with? If you want to successfully grow your | | | | first on your employees, facilities, equipment, policies, |
| business then you must start with your core values | | | | procedures and merchandise. Good advertising and |
| and start building a brand based upon the image you | | | | marketing can make the phone ring one time, but if a |
| want your business to project. | | | | customer expects Tiffany's and gets Wal-Mart, or |
| Step one for building a brand: | | | | vice versa, they will not buy from you and you have |
| Write down what you would like to be written on your | | | | wasted your advertising dollars. Does your business |
| tombstone. | | | | reflect who you are? Are your employees' |
| The feeling that you got while thinking about this is your | | | | appearances and clothing what you would like them to |
| core inspiration, it defines who you are and what you | | | | be? Are your facilities and vehicles designed to project |
| stand for. It defines what you would like to be | | | | the brand image? Do you have a cohesive brand |
| remembered for. This Is Your Internal Brand. | | | | image for your company that includes marketing |
| Do you project this everyday? Don't fight who you are | | | | materials, signage, logo's and business cards? |
| or who you want to be; build your business around | | | | Only when your internal image projects what you |
| your internal brand and everything else will fall into | | | | believe in should you try to sell it. Concentrate on this |
| place. Running your business based upon core | | | | first and we will tackle step two in our next article. |