Plan Before You Brand

For generations, cattle ranchers “branded” their stock to prevent theft and to provide a measure of security for their business ventures. It was the only way to ensure that the “inventory” remained safe and quantifiable.

For many of us, the old-time “TV westerns” included a scene in which a cowhand heated up a branding iron then applied it to the animal in one quick motion.

The action of applying that hot brand (remember the logo for the “Lazy S Ranch”?) meant putting a unique mark on an animal that represented part of the rancher’s assets. It was both necessary and permanent.

Your personal brand carries the same impact. Once established, it’s permanent. Whatever else happens after you brand yourself becomes either a reinforcement of your brand (a good thing) or a contradiction of your brand (a very, very bad thing). Because of its ability to form permanent impressions in the minds of consumers, branding must be preceded by the development of a brand strategy.

Simply put, a brand strategy will involve items such as the following:

• Determine your brand expectations (what do you want it to achieve?)
• Evaluate any existing brand-related assets or collateral
• Determine the costs for developing a brand
• Understand how branding affect the development of a business plan

Your specific branding goals will probably include answers to these questions: How will your personal brand:

• build awareness?
• create an emotional connection with the business community?
• accurately deliver your true distinguishing characteristics?
• establish credibility, trust, and confidence?
• generate buyer preference?