to brand or not to brand…

I am asked quite frequently, “how important is it to brand yourself, or your company?”  I was even at a conference last year where this topic was on the agenda…really it was!  Well, this makes me get a little antsy and my heart starts palpitating since I’ve spent my entire career developing brands!  However, I’ve learned that the concept of branding can mean many things to many people…interpretation and application is diverse and a constant point of discussion.

I read books about branding all the time (dying to write my own book!)…I must sound like a bore but I really do find it interesting.  I strongly believe we should strive to evolve and educate ourselves so by reading and being open to other  POV on branding helps me further understand the nuances of consumer behavior and how to influence consumers.  What makes a person loyal to a brand? An advocate for a brand.  Or, why consumers take the time to express their joy and appreciation or their frustration or disappointment with a brand?  See its fascinating…especially with the integration of social media.  Consumers can express directly to a brand, or in a large forum, their opinion on a brand, product or service.  I’ve found so many global companies that don’t answer, never mind interact with their consumers…its just a ‘push the information out’ strategy, and who likes that?  Especially in today’s society people want to connect with something greater than a product or company…they want an elicit an emotional connection to a brand or personality.

So to answer the question – Yes, brand, please please apply branding practices.   Integrating a brand-centric mentality can be something that truly drives a program and this focus sets a strategy and course of development and a connection with target consumers.  A focused emotional connection that sets your apart from others.

I’d love to know your thoughts on the subject.