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Build a Brand for Success with Proper Positioning

So what’s in a brand? If you are running a business you must know the answer to this question. Branding can be simply as “allowing you to sell more things, to more people, over more years at a higher price.” That by far is my favorite loose definition of branding. Being able to sell on you reputation alone is the holy grail of marketing.


Recently I interviewed a guru in branding with roots on Madison Avenue in New York on my small business podcast the Moment Masters Show .” My conversation with advertising and branding expert Robert A.B. Sawyer covered how branding is not defined by the business, but more so by its customers.

“A brand is not a logo, it’s not a tag line or a color palette. But all these things can be brought together to create the information a consumer needs to form, in their mind, a brand,” said Sawyer. “The biggest mistake most companies make is to think they create the brand. They put together a positioning and consumers consider it a brand. The idea of the brand is always in the mind of the consumer.”

At one point during my interview i asked, “How does the brand add value to the company over time, in such a way that it becomes part of the worth of a company when it comes to the business of getting sold."

Sawyer recommended:

  1. Identify global and local dynamics that might affect your business in the next five years

  2. Know who you are, know your brand and why people are using your services

  3. Think about how you can monetize your brand

  4. Brainstorm similar companies who could use the tools your company offers

Robert is nothing short of a branding and advertising genius. To benefit from his vast expertise, listen to the entire podcast episode here:

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