Tony Ondrusek, Publisher

We hear a lot about branding these days, how it’s vital to a business’ success. Yet, most businesses, especially small businesses, fail to take time to think about what their brand is and how they can build it. Many businesses don’t even understand what a brand is in general, much less what theirs is.

Several months ago, a book, The Brand that Cried ‘Wolf’ by Scott Deming, crossed my desk. Because we were working on some branding issues here with our Web site and our three print publications, I read Deming’s book and it opened my eyes to the role branding plays in our work and the work of every business I come incontact with.

Deming explains that branding is basically how people think of a business. It’s a feeling. (In fact, some focus groups ask questions about what food item best describes how one feels about a company or product to get at the respondents’ true feelings. A product I was working with was described as ”frozen lima beans.”)Deming explains the goal of branding. “The core of a highly successful brand is its ability to create a feeling of belonging, of culture and family by over-delivering on its promise to its customers.”

I take that to mean that a successful brand means I feel good about my decision to buy the product or use its services, and doing so makes me feel like I am part of something greater.

Developing a successful brand is a tall order, but one worth eeking. Why? Because people who believe in a brand are the most loyal customers. They believe in you and what you offer. And that loyalty is often communicated in the form of referrals. These highly dedicated people, your best customers, are supercharged advocates for you and your business, spreading word of your greatwork.