When we talk about branding it usually is in regards to promoting the brand you already have created and getting it consistent on your printed promotional materials as well as any promotional products you give out. When you share your brand with potential customers you want them to understand who you are and what your brand stands for. Your professional success will be influenced by the impression you make on others, both offline and online.
When you purchase a promotional product, does that giveaway represent your brand? As an example, are you in the health care industry and you give out pens at a local event? Are pens representative of your brand? A better choice would be a health care item that is appropriate to the audience you are are targeting. For example you are at a breast cancer awareness event, hand out
Just as products carry a brand, people also carry a brand. Branding is how the world sees you; the impression you make on others; the values you stand for; the qualities that mold your personality; and the characteristics that make you stand out from the crowd. You should be consistent with your brand message as should your employees, perhaps a new employee hires should be quizzed on their understanding of your brand and message so they represent your company correctly.
Lastly, your online marketing should reflect the same consistency as your offline marketing.
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