With regard to your brand there’s lots of reasons why one should pay close attention to its awareness in the general marketplace. The obvious reason is selling something. A strong well-defined brand attracts customers and gives them a compelling reason to buy. It also reduces their compulsion to check elsewhere.

A lesser-used strategy for properly defining your brand is to attract qualified talent. It goes without saying that winners attract winners. When your brand defines itself in a powerful way gaining popular notice, this public awareness attracts a lot of positive to your brand.

One thing it absolutely attracts is journalists looking to speak to an authority on something. If you work at your awareness by building and nurturing your expert profile, the next thing you know you’re on multiple channels giving your opinion and spreading your brand out to a wider audience.

The same goes with attracting talent which allows you to raise the bar in your category. It’s not always about money. A great many skilled experts want to associate themselves with perceived winners. They hope that that brand’s winning culture sticks to them as well. You’ll have less trouble mining for talent. A powerful brand attracts – reducing your having to search.

Investing in your brand carries with it lots of opportunities. Cast your brand line into the marketplace properly and just watch what your bait brings into your boat.

Ed Roach
For more than 25 years, Ed Roach has worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiate them from their competition. Ed appreciates working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions, and consults predominantly with businesses facilitating his proprietary process, "Brand Navigator." This branding process effectively focuses a company's brand, delivering a positioning strategy that can be taken to their marketplace. He is the author of "101 Branding Tips," a book of practical advice for your brand that you can use today.