How Entrepreneurs Can Create a Successful Branding Experience That Lasts

Imagine you’re on a flight with a chatty seatmate. For two hours, they bombard you with their personal opinion of everything from politics to golf to sport fishing. You couldn’t wait to get off that plane, could you?

But let’s say you’re reading a work-related book on your flight. Your seatmate says, “Excuse me, but I couldn’t help noticing your book. I’m an (insert career here) myself.” You introduce yourselves, and by the end of the flight, you’ve made a great new connection.

The second conversation worked because of branding. Your book branded you as being involved (or at least interested) in something Seatmate B happened to know about. So they used that information to start a conversation that had context and purpose. Seatmate A was just throwing out conversational arrows to see if something stuck.

A lot of (read, too many) entrepreneurs act like Seatmate A. They bombard anyone who shows symptoms of intelligent life with irrelevant marketing; they bounce from one marketing strategy to the next hoping that something will stick.

But good branding is more like a book cover: it subtly tells you something about the person (or company) behind it. When you strategically position your brand where the right people can see it, those people are much more likely to initiate an interaction with you and become part of your clientele. And they do so because your branding sends the right signals—it builds a connection based on common ground.

Everything you place on your website, anything you do at a tradeshow or conference, even the signage on your building can help you position your brand where people can pick up on those signals.

When you have so many choices, it’s best to start small—with a personal logo. The team at Company Folders has compiled six easy steps to designing a personal logo to kickstart your branding campaign. After all, if you can convey your identity in one symbol, you can conquer any branding challenge.