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:

Featured Posts
Subscribe to The Checklist RSS
Check out Moment Masters Show - Small Business Podcast
Recent Posts
Search By Tags
  • Twitter - Black Circle
  • LinkedIn - Black Circle

© 2016 Site Design by SMB Strategic Media LLC

Call Today : 1-888-436-0033

Small Business – Marketing – Public Relations – Branding – Web Strategy – Advertising Essex County, NJ/Morris County, New Jersey/Union County, NJ/Bergen County, New Jersey/Middlesex County, NJ Northern New Jersey, Southern New Jersey, Tri-State, New York City, Staten Island


Shakira M. Brown is a awarding New Jersey public relations expert, marketing and branding specialist. Note: Ms. Brown is not/not affiliated with the entertainer with the same first name.Small Business – Marketing – Branding – Web Strategy Essex County, NJ/Morris County, New Jersey/Union County, NJ/Bergen County, New Jersey/Middlesex County, NJ,  NJ/Gloucester County, NJ/Camden County, New Jersey/Mercer County, New York, PA, MD, CT, Florida, California, Illinois, Texas