Brand or be branded

Brandby Tony Fannin, Partner, BE Branded  |

Nature is never at a stand still. You are either growing or dying and if you are standing still, you are dying. Branding operates on a similar principle. You are either branding your company or you are being branded by others. Your customers, your competitors, your detractors and the media are just a few groups who are continually “branding” you whether they are doing it purposefully or are completely unaware.

At times, we hear excuses from marketers that they don’t believe in investing in branding or they can’t afford it. This is one of the most critical mistakes many companies make. It is often neglected or discounted as important is because the money they lose is invisible at the time.

It is the missing revenue because customers end up choosing a brand they are familiar with and have an emotional opinion instead of “unknown” companies. People don’t like to experiment with their money on a no-name brand.

It is the revenue left on the table because customers are willing to pay a premium on a brand they love than a product they don’t care about.

It is the lost revenue when an owner wants to sell their company and gets less than expected because the brand is weak or non-existent in the marketplace.

Your brand isn’t standing still, it is actively being defined by many forces. The biggest influence is what you do or don’t do. Ultimately, your brand is up to you. You either invest in building and defining your brand or your competitors and the general public will define it for you. The problem is, you may not like what they come up with. Nature is growing or dying, building or destroying. Your brand is subject to the same principles of.

Remember, mother nature always wins.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

One Response to “Brand or be branded”

  1. The word “nature” in ancient Greek is “becoming” thus a process of coming into being like a beating heart. The brand is a living entity that is to be lived and worked at every moment in a business.

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