Within recent years, the importance of branding has boomed! In fact, Personal Branding has manifested into its own industry with a number of professionals now specializing in the field. If you are looking to further your company’s, or your own personal brand, you must start with the basics; recognize the true meaning behind your brand.
Lets start at the beginning. There is an internal and external aspect of a brand, each entailing something different. The internal aspect of the brand focuses on how one can create value for their customers, while the external aspect focuses on how the brand looks, is communicated and is understood.
Today, much of the popularity around branding focuses on the external aspect, which emphasizes the importance of creating an unmistakable and unforgettable identity. This will distinguish you from everyone else in the field, giving you a competitive advantage. The company’s identity is showcased through marketing on your business card, website and any social media presence.
Although this approach is great, one cannot simply rely on a logo or campaign to build a strong brand. This is when the internal aspect of branding comes into play. The brand must also be strong on the inside, ensuring its value is both captivating and sincere.
In order to do this, one must truly take into account the value that consumers are seeking in your products and services, and continuously improve upon them. Without passion for your brand, it is difficult to communicate the value of it. You must nurture your business, making the brand strong on the inside before making it strong on the outside; this is a true competitive advantage.
Once your branding platform has been identified, the external part of the brand will be coherent with the internal part of your brand. Your identity will be built on your passion and motivation for communicating value that consumers are looking for; a value that both you and your customers share.