Episode C.007 The 3 Dimensions of Branding

The Basics
It is the most neglected aspect of the marketing and sales process. The best organizations understand there are 3 levels of branding  – the corporate brand, the branding of products & services, and the owners brand.  One of the reasons businesses fail in the early stages is the mismatch between the offer, the customer, and the message. 

Branding has significantly changed over the last decade because of social media. A single branding statement is no longer enough because of the various media channels.  The most successful small businesses have created three levels of branding statements: the company, its core products and/or services, and the owner or key executive.

Company Brand: This is the umbrella brand that describes the company – a summary of who you are and what you are about. Great brands become Preferred because they create a culture of belief. Typically this information is used for websites and social media. The goal is to create an emotional connection between the company and the customer.

Product/Service Brands: Branding is the use of a name, term, symbol or design to give your product or service a unique identity. There are three major options: manufacturer branding vs. private labels; individual branding vs. family brands; and co-branding. For purposes of this training we will focus on Individual Brand used for the Product/Service Section of your website. The goal is to create a rational connection between features of your offer and the customer's need.

​Owner (Thought Leaders) Brand: Your Roots, Philosophy, Credentials, Abilities, Uniqueness, and Associations . It has to be unique and interesting to remain in the mind of your customers. The goal is to create a personal connection between the owner and the customer.

Components of Company Brand

•  Your Creation Story: how was the company created, what are its roots and reason for being, must be attractive and compelling – make people want to join or be associated with; the creation of an emotional selling proposition;
• Your Creed: what do we believe in; also known as a motto or tag-line;
• Your Icons: symbols that provide meaning; a visual image; your color palette; 
• Your Rituals: how do you become part of the customers day-to-day reality, how do they join or become associated with your company;
• Your Sacred Words: creating a new language for your impact on their Competitive Advantage (B2B) or Life Style (B2C);
• Your Leaders: the Founder and/or Thought Leader. ​