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Look at You! Your brand in the mirror

Young businessman driving his car

If you’re like most professionals, you know how important it is to have everything in good working order. You sign up for your annual physical. You schedule preventative maintenance for your vehicle. You back up your computer files. (You do back up your computer, right?) You have regular grooming appointments. You do what it takes to perform and represent yourself at your best. You want to like the results reflecting back to you.

Meanwhile, unless you are Apple or another Fortune Global 500 company, your brand sits neglected in the back seat. When you are doing well, it gets none of the credit; when times are tight, you cast a shadow of blame on it.

Don’t be a hater. Your brand wants to shine. It wants to make your company look good. It just needs a little care and feeding on a regular basis. It’s time to hold your brand up to the mirror. Take a careful look to see what it needs to deliver results for you.

  • Annual Audit—It’s smart to step back and assess your brand’s performance yearly. Use an independent professional to get honest, impartial findings. Make sure your brand is evolving as your business grows.
  • Missing Opportunities—Review services and extras you provide that you may take for granted. Raise client awareness of that added value by branding it and, when appropriate, trademarking it.
  • Protecting the Asset—Brand is a living entity, so don’t just bury it once the logo is designed, first round of collateral materials are completed and the tchotchkes are emblazoned with your identity. Protect its integrity with documented brand guidelines and inspect to ensure they are applied consistently.
  • Being Social—Strategize how, when and where to participate in social media, but DO use it as a brand building tool.
  • Engage—Branding is building relationships. Make sure your company is active and showcased in industry, community and employee events by providing information, sponsorships and charitable contributions.

While you sleep, your brand is diligently working away to build your reputation. Give it some support and it will pay you back many times over. Acknowledge it every day. Bring it to parties. Take it on the road. Get it out in front of customers. Give it a social (media) life. Throw it a bone, for goodness sakes. You’ll like what you see in the mirror.


Do you know your BIP Score™? Stay tuned: ALLE will be launching a new program to assess your opportunities to elevate your brand.

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Before You Brand

  • Unsure about how to select a branding consultancy?
  • Afraid to get taken by fast talking agency types?
  • Prepare yourself for branding success with this guide.

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