| Friend,
"Brand" is a word and concept that is tossed around a lot in the business world. It's a topic I often return to, because it confuses so many martial art school owners and small business owners.
You'll often hear people talk about "building your brand," or they'll say things like, "their brand is worth millions," or "your brand is currency."
But what exactly is your "brand"?
In the strictest sense, "brand is a distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market." (Investopedia)
That sounds simple enough, right? Unfortunately, that definition really only applies to large corporations that have the money and resources to turn a logo and catchphrase into a household name.
But you don't have that luxury.
So what is the definition of "brand" for the small business owner? I've heard several versions over the years, but I think the best one goes something like this:
"...your brand is the quality of the SERVICE you provide to your customers plus the quality of the IMAGE you present in the marketplace."
Service + Image = A Local Business' Brand
Until next time,
Mike Massie MartialArtsBusinessDaily.com
Quick-start Guide to My Books and Resources: - Looking for a list of books and resources I've written? Click here! - Need business coaching to grow your dojo? Click here…
P.S. - You can think of your brand as the sum total of your local reputation, the customer experience you provide, and the image you present in everything from your marketing materials to your website to the cleanliness and neatness of your school.
P.S.S. - If you're struggling with creating professional and effective marketing for your dojo, you might want to check out the newly updated Martial Arts Business U.
Why? Because I've recently upgraded my coaching program to include a done-for-you marketing service for martial art school owners. If you'd like to simplify your marketing and get more students, it's worth a look.
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