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Building a Business, Building Recognition or Both?

Building a Business, Building Recognition or Both?

Building recognition can be a difficult task in the branding process. There are many ways that you build recognition. However, you must start from within the organization and work your way out to the customers and the competitors.

Corporate Overview

All companies need to write a brief paragraph about the company. Give an overview of the business, how you got started, and what makes you thrive today. The overview should be positive and encouraging. It should also make consumers think you are an excellent place to buy from.

Maybe you donate half of your proceed to a non-profit organization helping cancer. If so, then you would want to let people know here. A corporate overview is read often by most people when it is available. An overview should be included on websites, brochures, press releases, and more.

What is Your Personality?

Your personality has a lot to do with your brand. You should make sure that your personality doesn’t overpower your brand too much with the company. For example, if an advertisement or company logo would look excellent in the color yellow but you hate the color yellow then maybe you need to do a check on your personality and how it is interfering with the company brand.

It is very wise for many companies to hire a brand manager so there are not problems with personalities conflicting with a brand. The image of the company needs to be based on what looks good for the company, what is attractive to the customers, and what will sell. Your personality should not mix into the brand.

Some people say that you are your brand and your personality should shine with your brand. However, there is a fine line here with this theory. A branding manager is the best option because this person can help with image and they will have a biased point of view and they will act as a cop with the brand not allowing any personalities to interfere.


When you are creating a brand then you need to be consistent. Consistency should take place in everything that you do. Remember, brand is your image and if you are not consistent it will not have a good impact on the consumers. The primary question that you should as yourself is if you deliver everything you promise to your customers. The answer here should always be a yes. Delivery should be consistent at all times.

5 Responses to “Building a Business, Building Recognition or Both?”

  1. DARiley says:

    I had one registered for my gmail address, but not my 1MS addy… lol

    Anyway, I got to thinking about this conversation, and what is the harm in both you and your business being branded. I have concentrated hard the past couple years in branding myself. I feel I have done a pretty good job. I use the same username in everything I join, and ask somebody about DA and they probably know it’s me…

    But ask them about any of my programs, and many would draw a blank. I have no logo for any of them. So I am on a mission to now start branding my programs by first creating new logo’s for each… should be fun.


  2. Chuck says:

    Don’t forget to got to register your picture using same e-mail as registered here at blog …
    So everyone can SEE YOU!

  3. Chuck and Hugh-I totally agree with what you both have said. I personally find consistency to my most difficult area of brand building. There seems to always be so much to do plus learning new things at the same time. But, we will press on. Thanks for the information and, in some cases the reminders.

  4. Chuck says:

    Your experience is so Dramatic. It is amazing that “credentials” are Important but recognition , in my estimation, stays in top position.
    Have you noticed a pervasive attitude creep into Society in past few years towards anonymity?
    Children have not been allowed to STAND OUT in the Crowd!
    Adults were pointed to cubicles>>>
    Love Your Style!

  5. Hugh Liddle says:

    The purpose of a brand is to make the company and/or the business owner recognizable and memorable. In my own company, the red cap I wear has met that purpose in a powerful way. I was not aware of just how powerfully until a few months ago when I attended a large business seminar in Denver (25,000 people in the Pepsi Center) and had people I knew approach me all day long and say, “I knew you were here. I saw your red cap from way across the arena!” You may not be comfortable being as flamboyant as I am, but you definitely need to do something, even if it is far more subtle, to help people notice and remember you and your company.

    All the best,

    Hugh Liddle, CEO
    Red Cap Sales Training


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