11 teen thoughts on whats in a name(I mean Brand)!

This is for those that are starting a business or in a business that is not doing well and for those that think they already have a successful business and know it all. In all cases there is a good chance that you do not have the 11 teen thoughts on why you Brand-Brand-Brand.

1.) You walk through life with a label that was posted on your forehead by your parents. It has helped to shape you and from the day you are born (to most likely) to the day you die, your name is attached to all you have done(of course unless you changed your name).

2.) Like your name a Brand is not just an identifier but a promise to your customers. It is what you stand for. It is the perception of great value or no awareness of value.

3.) The idea of using someone else's email address to get your email is ludicrous. ("Yea please send all my email to my friend Bob's address and I will pick it up")So why is it your using MSN, YAHOO or some other email address instead of your Brands address for mail(unless of course you own Yahoo, MSN etc.)

4.) Branding your company name can give up to 37% greater value. If you have a Brand that is differentiated and relevant then you can be rewarded with a P/E ratio that will pass your competitors by 15%.

5.) If you ever were in the service or watched a movie where a soldier went through basic camp. You will notice they had to live, eat and breath the motto of that service or unit. That "Brand" became not just the identifier of the service but WHO they/you are.
" We do not accept applications....we just accept Marines"

6.) The best time to build a Brand is in the down times, the start up times and the unaware times. When times are tough most will cut back on Branding awareness, for those that continue to move forward they can experience a dramatic market share gain(Source - Center for Resource Planning & Development and The Strategic Planning Institute). When you were in trouble as a kid, did you hide away or stop telling people your name?

7.) Many think that creating a Brand increases your cost of sale - WRONG! It builds perceived value all encompassed in one word. It generates and qualifies leads all in one word. Try calling a client and they ask who you are ...every time you call give them a different name...you get my point.

8.) The value of a Brand can be quantified on a balance sheet..well the SEC wants the idea to come to fruition. The countries of UK and Australia realize that Brand has value. What are you doing to create Brand value?

9.) You sell a product...is that what they are buying? NO...your logo, your packaging, adverts, web, collateral must all communicate to the customer ..one thing...a Promise, then there is your PR, your employees and yourself...all of which emanates from one CORE CENTRAL are your BRAND!

10.) What is the best way to promote your Brand? Umm...advertising? NO...Press Releases? NO...it is the CUSTOMER...the consumers who will create the value of your brand and pass it along...good, bad or indifferent..they are the ones you need to make aware of your BRAND!

11teen.) What's in a name? Mrs. Fields Cookies or cookie dough with chocolate chips. Kentucky Fried Chicken or Dead Hot Chicken, Coca Cola or soda water with corn syrup and coloring. You get the idea...a brand or name encompasses all you are and will be. It is the foundation of your company, the promise to the consumer and the results of your success all wrapped into a NAME!