In my last blog, I mentioned that the reality of branding is people-determinant.

I suggested that you can contribute to that brand by articulating what you want the public to know.

If you don’t like what people are saying about your brand, you could try to change, modify, or influence it by utilizing marketing to reposition your company.

Just know that these efforts take time.

Your brand might mean different things for different groups of people. That gives you multiple ways to connect with them — based on what they believe, in their communities, and how they see you fitting within those communities.

As you become more aware that the public is determining your brand, you can potentially make an impact on what the brand looks like and feels like from the public perspective.

Again, you may have multiple market segments that view your brand in different ways, and they might contradict each other. Some could be complimentary. Both give you an opportunity to leverage that knowledge to create sub-brands.

This doesn’t happen overnight — it evolves over time.

BEFORE YOU GO:

We see our blogs as opportunities for dialogue. Please share your thoughts as comments.

1. What can you do enhance the brand you have?

2. How can you create sub-branding for your business?

3. What other branding concepts have you explored to impact the public impression of your business and brand?

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Faris Alami is Founder and CEO of International Strategic Management, Inc. (ISM). He works internationally, presenting Exploring Entrepreneurship Workshops and other entrepreneurial ecosystem — related ventures.