Hiring a Brand Professional Made Easy

TheJamGroup-03

So many professionals use the term ‘brand’ nowadays that it can get a little confusing. There are so many colorful (re: made-up) derivatives of the word that it can make a sane person a little crazy. Titles like ‘brand manager’, ‘brand ambassador’ and ‘brand guru’ are each different, yet they basically offer the same services. While this phraseology is admittedly sexy, it can be intimidating for a small business owner who is trying to brand his or her company. For the purpose of clarity lets just call them all brand professionals. The quest for a good brand professional should not be the tortuous quest for the secrets of Smaug. Once you know what you’re doing, choosing a brand professional should be as simple as choosing a good plumber. It’s time to unclog your business!

Without a doubt ‘branding’ is the most overworked marketing term on the planet. To understand what your brand professional can do for you, it is important to first know what a brand is. In business, a brand can best be described as ‘the perception of a product or service that consumers can connect with’. A brand professional is therefore someone who shapes the public’s perception of your company. It may all seem like cracking the Da Vinci Code, but the commitment to branding your company can be as easy as putting on a pair of jeans.

Are you confused? Well, think about it this way:

Each time you get dressed you make decisions about how you want to be perceived. On some level the jacket you wear, the way you comb your hair and the way you conduct yourself in a business setting are all decisions you have made to guide a certain perception from the people that you interact with. With each of these choices, you shape the public’s of you. If you compare defining your company’s image to defining your own image, the concept of branding becomes much less intimidating. In the very same way that your diction or style of dress alters peoples’ perception of you, your business card and your sales announcements affect the public’s perception of your business. When a person reaches a level of visibility wherein they feel their image needs to be managed, he or she hires a stylist. Likewise when a company reaches a certain level of visibility, they hire a brand professional.

Hiring a brand professional is like building a relationship. A lot of people are so daunted by the business of branding, they hire the person who impresses (re: intimidates) them the most. They incorrectly believe that if the brand professional is imposing, they must know what they’re doing. Your relationship with your contractor should be much more symbiotic. When looking for your brand professional, find someone you feel comfortable with. Try to avoid all of the ‘brand demigods’ and ‘brand sensei’. Feel free to leave those superstars to companies that can stand to waste 15,000 researching the color blue. Find a person that works with your style and your budget. They’re out there!

In choosing a brand professional, be sure to do the following:

1) Know What You Want: Do a little research before you sit down with your brand professional. The first thing a new brand professional does when beginning a new account is to research your direct competitors. If you do a little research on your own, you’ll be more comfortable making decisions. Have an idea of your company’s image problems, so that when your brand professional speaks to a solution that works for your business, you can more readily connect to it.

2) Find Someone You Trust: Does this person demonstrate the competence to navigate in your industry? Do you feel listened to? Just like a doctor, a brand professional should demonstrate a good bedside manner and a willingness to make you comfortable. If they intimidate you, you may feel pressured to make decisions that later feel uneasy about. Find a professional who gets you and your company.

3) Ask for Data: During the branding process some decisions are a no-brainer. However, if something doesn’t make sense to you, ask your professional to back up their suggestions with research. Once you are more informed, you can make a better decision.

4) Keep an Open Mind: Be diligent about parts 1 & 2. Once you have a brand professional you trust, give them room to do their thing. Don’t be so rigid about what you believe the solution should be, that you don’t allow room for an even better solution.

5) Branding is Forever: Once you begin to brand your company, prepare yourself to be in it for the long haul. Brand professionals may come and go, but your company is here to stay. So lace up your cleats and get ready to step into the big league.

6) Continue to Educate Yourself: Education empowers you to make the best decisions for your brand. As a rule of thumb, you should always have a general knowledge about what your contractors and staff are doing. The more you know the better you can grow your brand.

For a detailed explanation of brand design, go www.thejamgrp.com and download the free pdf ‘Design is a Verb’. This educational pamphlet is just one of the many tools in the ecosphere to help you on your journey. Best of luck! And remember, it is a jungle out there and all it takes to go from tabby cat to tiger is a little good old-fashioned branding.

Khia Jackson

Creative Director / Brand Enthusiast!

The Jam Group

twitter: @thejamgrp

Share small business news, blogs and social media tips with Project Eve’s community of small business owners and entrepreneurs today. Our contributors come from a wide range of backgrounds; so whether you are a small business owner, social media strategist, financial adviser, serial entrepreneur, or write an amateur blog we urge you to contribute a blog to our 500,000+ community today. For more information, please refer to our Content Submissions Guidelines.

Add a Blog

56 COMMENTS

  1. Hi there I am so happy I found your webpage, I really found you by error, while I was looking on Aol for something else,
    Nonetheless I am here now and would just like to say thanks for a marvelous post and a all
    round thrilling blog (I also love the theme/design), I don’t have
    time to look over it all at the minute but I have book-marked it and also added your RSS feeds, so when I have time I will be back to read a great deal
    more, Please do keep up the great job.

  2. Just wish to say your article is as astonishing.
    The clearness in your post is just spectacular and i could assume you’re an expert on this subject.
    Fine with your permission allow me to grab your feed to keep updated with forthcoming post.
    Thanks a million and please carry on the rewarding work.

  3. Great post. I was checking continuously this blog and I’m impressed!
    Very helpful information specially the last part :
    ) I care for such info a lot. I was looking for this certain info for a very long time.
    Thank you and best of luck.

  4. I would like to thank you for the efforts you’ve put in writing
    this blog. I’m hoping to check out the same high-grade blog
    posts from you in the future as well. In truth, your creative writing
    abilities has inspired me to get my own, personal blog now ;)

  5. I’m really enjoying the design and layout of your blog. It’s a very easy on the eyes which makes it much more
    pleasant for me to come here and visit more often.
    Did you hire out a designer to create your theme?
    Fantastic work!

  6. I like the helpful information you provide in your articles.
    I’ll bookmark your weblog and check again here frequently.
    I’m quite certain I’ll learn many new stuff right here! Best of luck for the next!

  7. Do you have a spam issue on this website; I also am a blogger,
    and I was wondering your situation; many of us have developed some nice methods
    and we are looking to exchange strategies with other
    folks, please shoot me an email if interested.

  8. I seriously love your website.. Great colors & theme. Did you
    build this web site yourself? Please reply back as I’m looking to create
    my own blog and would like to find out where you got this from or what the theme is named.

    Cheers!

  9. My programmer is trying to persuade me to move to .net from PHP.

    I have always disliked the idea because of the costs.
    But he’s tryiong none the less. I’ve been using Movable-type on various
    websites for about a year and am concerned about switching to another platform.
    I have heard fantastic things about blogengine.net.
    Is there a way I can import all my wordpress
    content into it? Any kind of help would be really appreciated!

  10. I was curious if you ever thought of changing the structure of your website?
    Its very well written; I love what youve got to say.
    But maybe you could a little more in the way of content so people could connect with it
    better. Youve got an awful lot of text for only having 1
    or two pictures. Maybe you could space it out better?

  11. Great post. I was checking continuously this blog and
    I am impressed! Extremely helpful info specially the last part :) I care for
    such information a lot. I was looking for this certain information for a long
    time. Thank you and good luck.

  12. You actually make it seem so easy with your presentation but I find this topic to be actually something that I think I would
    never understand. It seems too complex and extremely broad
    for me. I’m looking forward for your next post, I’ll try to get
    the hang of it!

  13. Hi there i am kavin, its my first time to commenting anyplace, when i read this post i thought i could also create comment due to this sensible paragraph.

  14. Hi there, I found your web site via Google whilst looking for a
    comparable topic, your website got here up, it looks good.
    I have bookmarked it in my google bookmarks.
    Hi there, just become aware of your blog through Google, and located
    that it is truly informative. I’m gonna be careful for brussels.
    I’ll appreciate if you happen to continue this in future.
    A lot of people will probably be benefited out of your writing.

    Cheers!

  15. Hey there! I just wanted to ask if you ever have any trouble with
    hackers? My last blog (wordpress) was hacked and
    I ended up losing months of hard work due
    to no backup. Do you have any methods to stop hackers?

  16. Simply desire to say your article is as astounding. The clearness in your post is just spectacular and
    i can assume you’re an expert on this subject.
    Fine with your permission let me to grab your RSS feed to keep up to
    date with forthcoming post. Thanks a million and please continue the gratifying work.

  17. 834863 259566Good post. I previousally to spend alot of my time water skiing and watching sports. It was quite possible the most effective sequence of my past and your content kind of reminded me of that period of my life. Cheers 892622

  18. 175153 85972The next time I just read a weblog, I truly hope which it doesnt disappoint me up to this 1. Get real, Yes, it was my choice to read, but I personally thought youd have something interesting to convey. All I hear can be a handful of whining about something you can fix in the event you werent too busy trying to find attention. 58031

  19. I like the valuable info you provide in your articles.
    I’ll bookmark your blog and check again here frequently.
    I am quite certain I will learn many new stuff right here!
    Best of luck for the next!

  20. I believe that is among the most significant information for me.

    And i am happy studying your article. However should statement on some general issues, The web site taste is ideal,
    the articles is in reality great : D. Just right activity, cheers

  21. Hello there, I do believe your website may be having internet browser compatibility
    problems. Whenever I look at your site in Safari, it looks
    fine however, when opening in IE, it’s got some overlapping issues.
    I merely wanted to give you a quick heads up!
    Aside from that, great site!

LEAVE A REPLY

Please enter your comment!
Please enter your name here