Merrily Orsini's Thought Leadership

Branding Revisited or Pay Attention to Power

Great discussion with a client this morning about branding. When you understand branding, and implement it, it truly works. Well branded businesses do have greater success, partly because a good brand generates more permissions and more opportunities than lesser known brands.

A good article that reinforces this also discusses the “Five Permissions” that a well branded company can expect.

Access. Having a good brand opens doors. Whether trying to sell something or just talk to someone, being from a well known and recognized entity opens doors. A good example is Rotary. Wearing a Rotary pin or mentioning Rotary to a fellow Rotarian will get your call through faster than anything, or, get an introduction made.

Latitude. Because a well branded company means a more trusted company, those from that company can expect more latitude in taking chances. Having proven oneself to the public means that more permissions will be granted in areas unproven.

Recovery. Permission to recover is granted to a well-branded company. A smaller business may not be given permission to restore confidence when a mistake does happen..

Scale. Trust and perception are built into a well branded company. It’s this greater trust in the brand  that allows permission to grow and take on bigger projects..

Set standards. Unknown services, products or technology are oftentimes given a chance simply because a well branded company has a proven track record and it is believed that the company, if they are recommending a product, service or technology, are doing so because they believe will eventually be a standard.

Branding is not just a logo, font, colors, it is what someone thinks and feels about the company, and the reaction that seeing the company name or hearing about the company generates in the viewer. Branding takes time, focused strategic integrated marketing efforts, and a good product or service to back it up. Lately corecubed has been receiving accolades on our branding efforts. IS your brand working for you? If not, give us a shout and we’ll see if we can help!