What is Branding

What is Branding?

Everyone has a superpower.

Wonder woman has her lasso of truth, Spiderman has his spidey-sense of intuition.

Other superheroes don’t wear capes or special outfits, but are no less known for their super abilities. Warren Buffet has the power (and wisdom) to consistently outperform financial market. Neil Tyson de Grasse can drill down complex scientific principles in user-friendly bites. Martha Stewart is the wonder woman of home arts.

You don’t have to be famous to have a superpower. Whether you’re a taco maker, a watercolor artist, a non-profit organization, a destination marketer, a plumber or an internet creator, you too have a superpower.

You have that one unique ability that sets you apart from everyone else. Maybe it’s your mom’s secret spice mix, or it’s the blend of natural ingredients you use to create your paint set, or its your special capacity to bring out the best in others. Whatever “it” is, you too have a special “it” that sets you apart.

What is Branding?

The point of branding is to grow an awareness for and ultimately become known for your superpower.

Say for example, I desperately need assistance in determining if the person I’m working with is lying. Lie detector, you say? Here is Wonder Woman to the rescue, with her lass of truth.

On the other hand if

The Law of Super Power

The thing with super powers is that they are meant to be shared. They are meant to help humanity. Just the fact that you’ve been blessed with this super power means you have a divine gift.

Branding is the Telling of the Story of Your Superpower

Branding is telling the story of your superpower.

The more people know you for your super power the more valuable you as a brand become.

For example, if I were to say Lasso of Truth, you already know I’m talking about Wonder Woman.

Your brand describes what you do and what you stand for. Your brand strategy ensures this message shines through in every interaction you have with your audience.

Branding is telling the story of your superpower. Your brand describes what you do and what you stand for. Your brand strategy ensures this message shines through in every interaction you have with your audience.

Monica Poling, Be the Red Umbrella

Think of it this way. Superman can leap over tall buildings to get around quickly and he can use his X-ray vision to find missing people. Those are a few of his “products” and “services.” But he does these things due to his dedication to justice. That is his brand. And that brand is what creates his passionate following.

What’s Your Brand?

Creating a brand strategy can be challenging because your brand is about more than just your products and services—it is about the emotions, the passions, the values, and the perspectives behind that story.

What’s more, your perspectives can change based on varying circumstances, so it can be difficult to distill the many facets of your business personality into one concise, compelling narrative.

To build your brand, you must ask the hard questions. What do I do? What do I stand for? What should people think of me? How will my services align with my different audience segments? Answering these questions can get complicated and overwhelming.

This is especially overwhelming when you are already working on your business every day. When you work hard at your superpower all day long, who has the energy to gain the clarity you need to describe your superpower?Superman didn’t go around telling people what he did. He just did it. Right?

Unfortunately, in business you MUST tell people what you stand for and you MUST motivate them into buying your products and services.

This is why it can help to hire a seasoned pro to walk you through a brand framework that takes a dispassionate look beneath the cape of your super hero persona.

Branding is Consistency

Branding doesn’t stop when you’ve carefully sculpted your brand’s narrative, logo, and visuals. In fact that’s when the hard work starts.

  • Brand = Your identity and your messaging
  • Branding = The ongoing efforts to consistently and strategically share your message so it resonates with your audience, humans and bots, at every interaction.

Growth Can Mean Brand Shifts

As your business grows, your super powers may shift and your audience may change.

Suddenly, your brand starts to feel unfocused, twisted by all the many “identities” that have developed over time. You see your different personalities start to inhabit various online platforms-even your own website.

Now your brand starts to feel less like that of a superhero, and more like the end result of a game of “drunk telephone.”

These multiple online personas dilute your message and leaves your audience confused. Will the real superpower please stand up?

Why does this matter? A confused customer is the one who is most likely to hit the unsubscribe button or search elsewhere for answers to his/her solutions.

Repetition Makes Reputation

Elizabeth Arden, famed entrepreneur and marketing genius behind The Red Door Salon on Fifth Avenue, famously said, “Repetition makes reputation and reputation makes customers.”

“Repetition makes reputation and reputation makes customers.”

Elizabeth Arden

Building a loyal customer base starts with building a rock solid reputation. And reputations are never left to chance or the whims of your audience. They are built with hard work and consistent messaging.

When your customers count on you to deliver consistent products, services and messaging, that as promised, your reputation, and your brand becomes aligned.

Your reputation should never be left to chance. Or the whims of audience trends. Reputations are built through hard work and consistent messaging.

Monica Poling

But when your brand story becomes fragmented, customers get confused. Or they focus on the wrong elements. Avoiding confusion starts with consistently portraying your brand in a way that reinforces your core superpower.

TLDR: What is Branding?

  • Every business has a superpower.
  • Everyone loves a superhero.
  • Your brand defines is the story behind your superpower.
  • Branding is a strategy to ensure the story of your superpower shines through in all your audience interactions.
  • Repetition makes reputation and reputation makes customers.
  • Your reputation should never be left to chance. Or the whims of audience trends. Reputations are built through hard work and consistent messaging.

My Services

Brand Report Card

Perfect for DIY marketers 

If your marketing efforts aren’t delivering their anticipated results, I will review your content and provide feedback on how to tweak your messaging so it best showcases your strengths.

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Brand Narrative

Highlight successes over services

Does your content paint a vivid picture of success? I’ll work with you to identify your unique strengths, and then build a custom content plan for your core web pages.

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Book a Consultation

Personalized Solutions

What are your branding needs? Contact me to for a free, 15-Discovery Call.

I also offer one-on-one mentoring sessions.

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Creating a strong brand framework is a critical step for entrepreneurs looking to build a rock solid business identity. While brand strategy is often considered a tool that only larger organizations use, following a brand strategy can help all businesses–including solopreneurs, artists, non-profits, and even community leaders. In short, the brand framework helps define what you do and how the marketplace should perceive you and share your message.