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What is Branding? The Art of Differentiation (Video)


What is Branding? This is a question that many small business owners ask. According to branding expert, David Brier, branding is “The Art of Differentiation”.

His e-book, The Lucky Brand, can be found on his website www.risingabovethenoise.com. In it, he draws a picture of branding that clears up the confusion that many small business owners have regarding this subject.

Imagine you are in a room, where dozens of small business owners are shouting out their promotions.
• “We have the best prices!”
• “We have the best employees!”
• “Our products are the best quality!”

Then as you walk through this room, you see a business owner across the room simply holding up an orange flag.

Your brand has to rise above the noise of every other businesses promotion. You have to be a clearly different choice from the industry standard.

Please, take a minute to watch my interview with branding expert, David Brier, about his branding definition . In the interview he discusses what the term branding means and how it relates to small businesses. And don’t forget to leave comments and let us know what you think!

VIDEO TRANSCRIPTION:
Joy: Hi, I’m Joy Gendusa, founder and CEO of PostcardMania. You are about to watch an interview with longtime branding and marketing expert, David Brier. David’s worked with companies such as Joanna Vargas, the New York City Ballet, the Cooked Egg, and many more. David tells us about his strategies and even a secret or two. So enjoy. Thank you very much, David, for agreeing to do this with me. I really appreciate it.

David: My pleasure. Glad to be here.

Joy: OK, cool. The first thing when I started reading your e-book, David has a great e-book, “The Lucky Brand’, that you can get where at?

David: They can get if they just go to RisingAboveTheNoise.com, and you’ll see the free e-book there.

Joy: When I read this book, the first thing I wanted to understand was can you please define what a brand is? Because people don’t realize it.

David: Totally. The first thing is that there are a lot of books. There are tons of books on branding. There are tons of videos on branding. There are seminars on branding. And branding, branding, branding. It’s one of these terms that people have heard. Some people think a brand is a logo. Some people think that a brand is their reputation. Some people think this, think that, et cetera. They don’t really understand what branding is. Over the years, I’ve worked with start-ups, very small start-ups, to global, multi-million dollar organizations.

Joy: Name names.

David: Trump, Revlon, Estee Lauder. Those are on the upper end of the spectrum. And then you have smaller companies, like Botanical Bakery out of Napa Valley. Or you have Joanna Vargas Skincare out of Manhattan, who’s the premier skincare specialist.

Joy: Great.

David: You have the whole spectrum. One of the things that I found was that there was a lack of understanding on why you even did branding and what problem it solved. What happens is that branding comes down to four words, independent of what philosophy and what author you love. It doesn’t matter. It is the art of differentiation. It’s actually what branding is. Under that definition, you have a lot of disciplines. You have design. You have copy. You have color. You have the choice of imagery. You have all those things that together, choreographed properly, if they achieve you standing out in the marketplace, they are part of branding. If they result in you blending in, where you’re the same as everyone else, you’re failing to actually brand yourself because people and consumers, whether you and I are buying something for our businesses or buying something for ourselves, whether it’s personal or otherwise, we will notice a point of differentiation. We will notice that thing that stands apart.

Joy: One of the things you said in your e-book was, to give people reality on how they have branded, whether they know it or not, is like in high school when we start to want to meet somebody. Explain that one because that was really real to me. Not for me personally, of course.

David: No, but we all knew someone that that was real for.

Joy: So this is funny.

David: The basic thing is that it comes back to the factor of blending in and wanting to be the same as, and that’s the exact opposite of what actually is going to allow your eye to notice somebody and say, “Ooh. That person actually is going to stand apart.” You can be known for good things. You can be known for bad things. Obviously, there’s all of that. One example I give is if you had a room full of people all basically saying the same thing, and they’re all going, “I’m really great,” which when you look at business, pretty much everyone is saying the same thing. No business ever comes along and says, “Hey, by the way, we’re pretty mediocre, and I’d actually like to pitch to you right now.” They just don’t do that. They’re saying, “We’re the best, and we have the best people, and we have the best this, we have the best that.” If you have this sea of noise with all these similar promises and similar claims and similar traits and all these various things, how are you going to actually stand apart and ever get noticed? In that particular circumstance, I liken it to you have this sea of noise with all these claims. What if one of those people actually just held up an orange flag, and they weren’t screaming too and adding to the noise. They just went like that with an orange flag.

David’s $120 book is now finally available as an ebook for just $13.99!

About the book: David Brier’s book has been called “the bible of branding” and has had the honor of being in the libraries of the late Steve Jobs and Donald Trump. Knowing the power of image, award-winning brand strategist and Fast Company expert blogger David Brier wrote this 123-page, full-color book on the eight principles that give a brand the edge, but not merely in words.

He SHOWS the reader, with over 100 full-color photos and images, exactly how to do it to increase the sales and presence of any business, no matter the industry, no matter the size of the company, no matter the obstacles. SEE how it’s done by a modern master of branding.

Best,
Joy

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