You hear the term thrown around almost everywhere—the radio, TV, online media—and to many small business owners, the concept of branding might sound a bit vague. But truly understanding what the term means—and further, its implications—allows one to see the possible positive impacts branding can bring to one’s business.
First, let’s set the record straight: A brand is much more than a logo and a color scheme. While logos and recognizable packaging surely contribute to a successful advertising campaign, the brand is the big idea—the foundation upon which your company stands. Locally there are trusted companies with teams of highly experienced professional consultants. Tyler Goold, branding and marketing strategist for Cornucopia Enterprises in Redding, took some time to share some information about branding.
“Think of branding as a unique promise to the consumer, and it is your ability to fulfill that promise that will ultimately differentiate you from the teeming competitors in your market,” Goold said. The logos and designs of the business all work to emphasize what your brand is; essentially, who you are. Defining your brand will, in turn, define your marketing strategy and how to best spend your marketing dollars.
Agencies like Cornucopia work to guide business owners in the process to define their brand. Savvy businesspeople also know that the thrill of short-term success is exciting, but long-term success is the only way to remain sustainable. By determining where one’s brand stands, and also where it needs to go, it is prudent to team up with one’s agency to help create the best strategy for achieving those goals. “Establishing your brand means creating the context in which your product or service is perceived, and it lays the foundation for all the marketing and advertising that follows,” Goold said.
Cornucopia has teamed up with new media veteran, Kurt Holmgren to help with the strategy and execution of its online media campaigns. Holmgren has been in the new media business since 1999 and began with a top-ranking e-commerce Web site. From there, Holmgren spent time on Capitol Hill as a technical advisor to the chairman of the House of Commerce’s Telecommunications & Internet subcommittee. While in Congress, Holmgren managed technical new media efforts for the three different members of Congress, including the sixth highest-ranking member of the House. Holmgren is currently the vice president of a Washington, D.C.-based new international media firm and also consults with Cornucopia on various projects.
So what does this all mean? Yes, your logo is the image that identifies who you are. Yes, your adverting is the message that tells who you are. But the brand is the perception your clients have of what you are. Your brand is not the latest product trend, package design or discount sale. Your brand can and should build relationships between you and your customers. Now is more important than ever to understand what your brand is and what it can do for you.
For more information, visit www.cornucopiaenterprises.com.

Joshua Corbelli is a freelance writer who lives with his Shih-Tzu, Pebles, in Redding. He can be reached at Pebles, in Redding. He can be reached at joshua.corbelli@gmail.com.

By Joshua Corbelli