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My word for this week is Branding.

At its core, a brand is much more than just a logo or tagline. It’s the identity of your business and the promise you make to your customers. A brand encompasses the emotions, perceptions, and experiences that people associate with your company. It’s how you differentiate yourself from the competition and create a loyal customer base. Business owners should look at their brand in two ways: internally and externally.

Internal branding can be found in your company’s culture. It is the process of aligning your employees with your brand’s values, mission, and vision. When your team understands and believes in the brand, they become its ambassadors. They make sure that every customer interaction is consistent and genuine.

On the external side, your brand is how your customers, partners, and the public perceive it. Their perceptions include everything from your visual identity to your marketing strategies and customer interactions.

Your brand is the heart of your business. Investing in both internal and external branding is critical to building a resilient, sustainable business that stands out in a crowded marketplace.

As you grow and evolve your business, remember that branding is an ongoing journey. You must continuously align your internal team with your brand’s mission in the external marketplace. It’s all about balance and perception.

Brian Moran

Brian Moran

Prior to rejoining the world of entrepreneurship, Brian was the Executive Director of Sales Development at the Wall Street Journal where he oversaw the sales development and marketing programs for the financial and small business categories among the many Journal brands. From 2002-2010, Brian was President of Veracle Media and Moran Media Group.

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