How to Graduate a Growing Brand

You’re established, have a well-defined market niche and have what appears like a smooth running operation, yet there seems to be something missing—that sense that you could be doing, having and giving more.

In my second year of business I experienced what I now term “brand pangs,” a moment in your career when you realize it’s time to stretch, to grow. Like any organism, your brand has a growth cycle and when you navigate within your business feeling like you’re squeezing yourself into a pair of shoes two sizes too small, it’s time to take your brand to a new level.

The question is, how do you know if it’s the right time to graduate your brand? Begin by first determining your brands ‘grade’ level. As an independent professional, the rule of thumb is to introduce your brand extension in your junior (third) or senior (fourth) year. You can certainly launch your brand growth strategy in your sophomore year but a junior year launch means your brand is more established and you have a brand following that is open (and waiting) for your evolution.

Your personal brand exists for a reason and that reason is woven into the unique brand position you introduce to your market. As your brand grows, your position will evolve. You’ll find that your passion for what you do and offer continues to blossom and what once seemed like a big vision is now too small for you. This is a sure sign that your brand is ready to graduate to the next level.

So are you ready to take your agency’s brand to the next level? If so, follow this brand positioning checklist to ensure that your brand graduates with honors:

Relevance. Is your growing direction of value to your market? Your brand can’t grow in a vacuum and must always shave your market’s interest at heart.

Distinctive. Is your new direction clear? Lacking clarity in your direction and communication of that direction will confuse your market. A confused market will always go else where.

Superior. How does your brand evolution compare with similar propositions in your market? To truly differentiate your position, you must offer value in the areas of price, service, experience and/or knowledge.

Buzz Worthy. If you are unable to clearly express your brand purpose—the reason your brand exists—you lose out on creating brand buzz. Without brand buzz, you’re at a grave disadvantage for creating market excitement and momentum.

Affordable. If your service comes with a premium price, deliver a premium service. Set pricing that is value based. Prima donnas beware…being in your presence or representing a well-known brand is not enough to charge your market a premium! It’s your knowledge that determines the value to cost ratio.

Profitable. If you’re giving a great deal of value, charge for it. Your pricing must turn a profit at the end of the day. Value your worth, honor your purpose and design your pricing structure as a win-win proposition.

Your business is the ultimate platform to serve others and deliver your unique message, whatever that message may be. By graduating your brand, at the right time, you are designing a brand that connects, motivates and has longevity.

Liz Pabon (www.thebrandingmaven.com) is creator of the award-winning Your ULTIMATE Brand by Design tool kit.

Build Your Brand with Ads

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