A few months ago I ordered Branding Matters by Jason VanLue. I figured it’d give me a few pointers and, hey, who doesn’t want to support a nice guy self-publishing his first book? A few weeks ago I finally got around to reading it and it’s pure gold. It’s helped me understand what branding is what it is not.
Branding isn’t just a logo, color scheme or font. Branding is who you are, how you work, and what you want to be. It’s also is the way people (read: customers) feel about you. Good branding is when you can effectively tell people what to believe about you such that their ensuing decisions accomplishes your goals.
I’m a tinkerer. I’m also an idea person. I have more ideas than I ever have time for and I tinker too much on the ones I do pursue. I also suck at branding. Since I fail to establish goals and direction for things, when it comes time to make a big decision, I can’t make up my mind. My decisions are usually based on how I’m feeling at the moment (which, because I’m human, is always changing).
See, that’s where branding comes in. Branding provides a direction. It’s what you are and what you want to be. When you’ve got that down, making decisions gets whole lot easier. Make the one that takes you where you want to be. And since you’ve branded, you know where that is.