January 15th, 2010
Empowerment
complacent vs. driven
Branding gives you power to choose not only your message,
but your market and method.
Que sera sera—what will be will be. Many just wish and hope that someone will knock on their door, find their amazing website, and send them an email saying, “I just can’t wait to do business with you. When would you like to meet?” That email just isn’t going to come unless you are intentional with your communication.
People who encounter your company or product will determine what they think about you. You won’t even need to say a word or purposely communicate a message for someone to build an opinion about you. And the normal tendency for people’s opinions is that they usually tend to be negative. So it is important to influence that opinion with intentional communication through branding and marketing. That way, those around you will get the message you want them to have about your business, and form positive opinions.
Don’t let your brand become powerless, predictable and outside your control. You have the ability to create such an effect with your brand that you can choose your customer and your message. Customers decide where to shop; your brand influences them to pick you.