October 7, 2013 at 9:06 AM

Branding: Telling Your Side of the Story

Smart Monday/Positioning

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are looking at the importance of consistently telling your brand story.

Brand identity is how you want your company, product or services to be perceived by your target customers. Brand image is how these customers actually perceive your brand. Your branding goal is to ensure that customer brand image aligns with your brand identity over time.

The best way to accomplish this goal is to first make sure you have shored up your 7Ps of Marketing (to provide a rewarding brand experience). Next, you need to consistently tell potential customers and remind current customers about the unique and compelling benefits of your products or services. In essence, your brand story. Your job is to manage and drive this compelling, marketing communications at all times.

Your competitors are working hard to tell their story to capture customer mindshare. If you are aren't doing the same thing your market share will drop.

Further, it's also easy for customers to share negative experiences about your brand through social media. Again, by being proactive and managing your story you can positively address these concerns and continue to shape favorable impressions in the mind of your customers.

Branding is 24/7/365 and no one is better at telling your story than you.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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