Few subjects are discussed more and misunderstood more that ‘brand’ and ‘branding.’  These terms can of course, mean different things to different people. Additional terms for consideration are  – ‘actual brand’ and ‘optimum brand.’ For the purposes of this discussion, I will define these terms as follows: Brand – what your target market says about […]

Few subjects are discussed more and misunderstood more that ‘brand’ and ‘branding.’  These terms can of course, mean different things to different people. Additional terms for consideration are  – ‘actual brand’ and ‘optimum brand.’ For the purposes of this discussion, I will define these terms as follows: Brand – what your target market says about you when you are not present. Actual brand – what your target market is currently saying and you or your business. Optimum brand – what you target market should be saying to ensure optimum outcomes. Branding – reducing the gap between the actual and optimum brand. Jeff Bezos defined brand as – what people say about you, your product, or your business, when you are ‘not in the room’. What matters most of course, is what your target market or audiences is actually saying (what your target market actually thinks and feels), about you, your…