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Marketing Mojo: 3 Characteristics of Successful Brands

man-adjusting-tie2.jpg Before reality TV really took over modern programming, my mother and I used to watch a lot of fashion and makeover shows.  There was something fascinating about seeing how much difference a person's appearance can make - both in other's perceptions of them and the way they see themselves.  I always enjoyed it especially when they would have a male "victim".  Transforming a scruffy, frumpy office worker into a businessman was often as simple as a well-cut suit. Professional appearance is just as important for businesses.  Your brand is your image, so you want to make sure that the face your customers see is the right one.  According to Jerry McLaughlin, "brand is the perception someone holds in their head about you, a product, a service, an organization, a cause, or an idea.  Brand building is the deliberate and skillful application of effort to create a desired perception in someone else's mind."  Updating your brand look might seem a little more complicated than putting on a well-made suit - but it can make an even bigger difference for your business.  Here are three characteristics of successful brands, and how you can implement them to improve your own: 1. Know Your Audience - A good black suit and a little black dress are the universal must-haves in every closet, but you wouldn't wear them to a black-tie event, or to work out in the yard.  Your brand identity should showcase your industry and appeal directly to your audience without making them question who you are and what you do.  Versatility is great, but understanding your target market is crucial to an effective brand identity. Trying to appeal to everyone can be counterproductive, causing your company's brand to become diluted. 2. Commit to Your Brand - I spent three years searching for the perfect blue purse.  When I finally found it, I knew I would be carrying it until it falls apart, because it was exactly the right size and shade.  Finding the perfect brand identity isn't about just committing to a look.  You have to be passionate about who you are and what you're doing.  Passion is infectious.  If you love your brand, your customers will too. 3. Expose Yourself - Hey, now, you know what I meant.  What is the good of finding the perfect outfit if you have nowhere to wear it?  Don't be afraid to put yourself and your brand out there for your audience to discover.  Keep your identity consistent across multiple channels and find your customers where they are - in print or online - and tailor your branding to them.  You'll make a big impression and they'll be sure to remember you the next time! For more suggestions, check out the original article from

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