guest expert: branding

The following responses were generously provided by a brand expert who agreed to be featured here.

> Lisa Speer | Speerhead Solutions

How do you describe the difference between branding and marketing?

Brands are like ice cream. Each brand has its own personality and people it appeals to. 

Branding is the combined elements that create recognition for who you are as a business and communicate how you are different from your competitors.

I group these into 4 key categories: 

• Brand Strategy 

• Visual Brand 

• Brand Language

• Brand Experience  

You can download the ​​Brand Essentials Checklist to learn more about each of the four categories and the specific items in each.

To continue my analogy, marketing tells your ideal clients how great your brand of ice cream is and why they should buy it.

Marketing creates a plan on who to reach, where to reach them, and what to say to them.

It’s important to note that branding comes before marketing. Some companies may offer both services, while others specialize in one of the areas. Both are critical for your business. 

Why is branding important?

Steve Forbes, editor-in-chief of Forbes Magazine, said "Your brand is the single most important investment you can make in your business." 

I believe this is true for several reasons:

• Branding creates a strong first impression 

• Branding is a powerful communication tool 

• Branding helps create an emotional connection with your audience 

• Branding is the foundation needed so you can market your business

When should someone invest in branding?

The first time is as soon as you can afford to do it. 

Ideally, it should be done before you launch your business, so it’s created intentionally from the beginning. In some cases, people need to work with a DIY brand until they are sure they have a viable business model. 

The second time is when something in your business has changed.

• You may have changed your business model and/or your services

• You want to appeal to a different type of client

• You’ve outgrown your brand or it feels outdated

• Your brand doesn’t feel aligned with the direction your business is heading

Often, a full rebrand is not necessary. You may simply need to evolve one or more facets of your brand.

I believe in keeping what is already working and only updating what will strengthen your brand and accurately reflect your business.

What’s your approach to branding?

I always start with brand strategy, and I have a collaborative approach. 

I’m not there to tell my clients what their brand “should” be. We go beyond the surface level, and I guide them to make the important behind-the-scenes brand decisions that will authentically reflect them and their business. Then I help them avoid looking and sounding like everyone else in their industry!

Read this for a more in-depth description.

Why do you focus on branding?

I love being able to specialize and have variety at the same time! Branding allows me to use so many of my skills, from strategy to design to writing to coaching to consulting. It really suits me. 

When I worked at large agencies in NYC, I was able to work on global brands like Volvo and Samsung. However, I much prefer working one-on-one directly with small business owners. I’m able to make a clear impact. 

I also love seeing how my clients’ businesses grow when they return for additional work. It’s extra exciting when they return because they are starting a second business. 

Where can people learn more about you and your business? 

The best way is to visit my website. There, you can get the scoop, set up a discovery session, and/or subscribe to my email newsletter.