{"id":71,"date":"2017-02-03T18:44:02","date_gmt":"2017-02-03T23:44:02","guid":{"rendered":"https:\/\/www.sbnphiladelphia.org\/the-beginning-building-an-authentic-brand\/"},"modified":"2018-04-27T10:51:12","modified_gmt":"2018-04-27T14:51:12","slug":"the-beginning-building-an-authentic-brand","status":"publish","type":"post","link":"https:\/\/www.sbnphiladelphia.org\/advocacy\/the-beginning-building-an-authentic-brand\/","title":{"rendered":"The Beginning: Building an Authentic Brand"},"content":{"rendered":"<pre><em>This Marketing Communications column was written by Michael Kleiner of Michael Kleiner Public Relations Consulting &amp; Web Design<\/em><\/pre>\n<p><\/p>\n<p>Branding. No, not what they do before the round-up at the Crown Vee ranch, although if you don\u2019t brand you\u2019ll be just another among the herd.<\/p>\n<p>Branding is what identifies you to the public. Once known as identity marketing, your brand defines your business, defines who you are, and what you intend to accomplish. Or, at least it should.<\/p>\n<p>As a run-up to the <a href=\"https:\/\/www.sbnphiladelphia.org\/events\/view\/best_practice_forum\/\" target=\"_blank\">Feb. 23 SBN Best Practice Forum<\/a> (a plug for what should be an entertaining and informative event) we\u2019ll look at some of the basics of branding, brand creation and brand management, because, in 2017, your brand epitomizes your business, or at least how you want your business to be recognized in the public eye.<\/p>\n<p>Before you start any kind of brand creation, brand campaign, or re-branding, one requirement stands out before all others. Your brand must be authentic. Not what you hope to be some day, and not what you think you are, it must be authentic to who and what you are, right now.<\/p>\n<p>How do you know that? Well, you can ask yourself, who am I? But, being objective about yourself isn\u2019t always the easiest thing to do. You need outside direction and structured feedback from the public, and if you listen, they\u2019ll tell you who you really are. Think about polling your followers on Facebook or Twitter or gathering some colleagues together for a focus-group-like event. Remember, constructive criticism is helpful and that you might have to check your pride at the door if you want to discover how your business is perceived by others.<\/p>\n<p>An example of an authentic brand?<\/p>\n<p>How about Michael Kleiner Public Relations and Web Design?<\/p>\n<p>We\u2019ve been around since 1999, and we do indeed make the unknown known. Just go to <a href=\"http:\/\/www.kleinerprweb.com\/\" target=\"_blank\">www.kleinerprweb.com<\/a> to see examples of our work and our Marcomm services.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This Marketing Communications column was written by Michael Kleiner of&#8230;<\/p>\n","protected":false},"author":10,"featured_media":209140,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[216],"tags":[106,107,103,85],"class_list":["post-71","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advocacy","tag-best-practices","tag-branding","tag-marketing","tag-marketing-communication"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Beginning: Building an Authentic Brand - Sustainable Business Network of Greater 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