A brand used to be considered a logo, a slogan, a particular design or color combination, an advertisement or even a brochure.
But today, these visual elements are only an outward expression and a small part of what makes up what we recognize as a company’s brand. A brand is a set of expectations, memories, stories and relationships that, taken together, account for someone’s decision to choose one product or service over another—in short, your brand is the entire experience your clients have with you. Your brand is the most valuable asset you own. Millward Brown, a market-research company, estimates brands account for more than 30% of the stock market value of companies in the S&P 500 index. However, people, not just businesses, need to understand the importance of branding. The first step is to realize we are each our own brand—how we present ourselves, what we say and what we do leave a lasting impression just as a company’s brand does.
Your brand is a reflection of who you are and what you stand for, and it is compromised of many things like your purpose, reputation, values and beliefs and your unique advantages (the specific qualities and strengths that differentiate you). Growing your brand means nurturing and promoting those positive qualities and values that make you, you. This eBook is part of our eBook series which is your all-access guide into growing your brand. The concepts and exercises are structured to help you become more of who you already are, and inspire you to become the success you were destined to be.