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Everyone is an expert on branding whether they realize it or not.

Branding is what drives you to purchase certain fast foods, automobiles, airline tickets, computers and even where you choose to go to college.

Branding is everywhere. It’s on the signs you see as you drive along the highway, it’s on the television commercials you watch, even strategically placed within the movies you match. Branding sometimes becomes the trash you throw away after you’ve eaten a fast food meal.

If you think about it, you choose to spend the money with the things you do because of a well-branded product or service.

For instance, think of the brands you immediately know based on the logos, type font, colors, and design. The product has been branded in such way that your mind equates what it sees with the promise the brand makes: fresh food, fast computers, safe cars, refreshing drinks.

You don’t have to think about it, your mind immediately knows that you trust this company based on the branding it has done. The company logo sells itself.

The brand also says something about you. The type of car you buy, the kind of clothes you wear, the logo found on it says something about your personality and somehow makes you feel special.

These are the types of thoughts you must consider when branding your own product or service. How will your brand plant itself in the hearts and minds of prospective customers?

When you think about your brand, think about all the things that should go into it: What are you promising to prospective customers? How will it make prospective customers feel? Is it something they will remember?

In addition, you must ask, does your brand make you and your employees feel good about your company? Does it make you productive? Is it a banner under which you will be proud to work?

In some cases, maybe it asks, “Why would you go anywhere else?”

Shannon Woodworth is a Public Relations Specialist at John A. Logan College in Carterville.

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