Transcripts

Bill Schley:
Because every business has a brand whether they like it or not. In other words any customer that ever has any experience with you walks away with an impression and that impression is your brand.

Bill Schley, co-author of the book, Why Johnny Can't Brand says your brand is at the heart of your success or failure.

The reason that most company's fail is that they don't realize that you've got to stand for one thing because that's what people really remember is one thing. So, they may have eight great features and they try to advertise all eight every time that they do a marketing communication or an advertisement. Because they're afraid to leave anyone out, the problem is that no one remembers anything when you say everything. So, the companies that succeed have -it's really the courage to overcome the fear of not saying everything- and the courage to make a choice to pick one thing that they have the gold medal in.

And example of good branding is a clinical massage practice in the town where Bill lives.

She opened her practice and she said you know I have a little bit of a Native American heritage. So, she said I'm going to differentiate myself that way. So, there were 70 different clinical massage places and one that was called Native Palm. She named it Native Palm because it played off her heritage. And she had a slogan that said my heritage is in my hands, instantly she became the most popular one in town, within weeks.

At somethingyoushouldknow.net I'm Mike Carruthers and that's Something You Should Know.