How branding works

Branding is more than just slapping a logo and a trademark on your product.

If a company made detergent that cleans well, is eco-friendly and doesn’t leave a residual odour, its customers would associate those qualities with its brand. If it does not lather well, smudges clothes or costs too much, its brand would remind people of those experiences too.

Similarly a personal brand is more than a pretty profile picture, a manicured resume and an up-to-date LinkedIn profile. If you show up on time, meet your deadlines and exceeded expectations, your profile will remind people of those qualities. If you are often moody and you constantly miss your deadlines, people will register those lapses as well.

Your brand is a trigger that reminds people how you made them feel. To build a strong brand, create moments that delight your audience.

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