What is Your Professional Brand?

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A classic branding story involves a letter being mailed and successfully delivered to the Playboy mansion in Chicago in the early 1960s. The envelope had no address on it; the only thing on the envelope was the iconic Playboy bunny logo. That is branding.

Hugh Hefner is a master of branding personally and professionally. While Donald Trump, Steve Jobs, and Richard Branson all have powerful professional brands, Hefner effectively wove his personal and professional brands together.

Professional branding is the communication of what a client or customer will experience when interacting and, hopefully, doing business with your company.

Branding is not about pleasing everyone in every case. Wal-Mart has a brand that is totally different than Nordstrom’s. They sell plenty of the same items, but the experience in each is totally different. Apple’s OS X and Microsoft’s Windows operating systems are both successful, but they have completely different brands and fans.

• Professionally designed marketing materials (logo, stationery, ads, etc.)

  • Professional Website with Mobile
  • Cleanliness of your facility
  • Level of client or customer service
  • The consistency of your marketing on and offline
  • The consistency of colors and look on and offline
  • The consistency in how your staff treats clients
  • Updated bio

• Updated professionally shot headshot

As with personal branding, your professional brand is loud and clear every day. Take control of that message and build a brand you can be proud of.

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