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The Makings of a Great Brand: Q&A with Karen Post

Karen Post, The Branding Diva, is a branding expert and author of Brain Tattoos, Creating Unique Brands that Stick to your Customers' Minds.

We talk with Karen about the fundamentals of branding-even for the smallest one-person companies with shoe-string budgets.

Here's a synopsis of Karen's smarts:

Q. What is a brand?

A brand is a mental imprint based on everything you do. Your logo and/or your tagline are just small pieces of your brand. A brand can also be seen as your "story"-how you are distinct and the experience your deliver.

Q. How would you describe your brand as an example?

Great brands are built on a four-point platform:

• Purpose
• Point of Difference
• Personality
• Promise

Q. What are some brands you admire?

Monster.com, Southwest Airlines, Apple, Donald Trump

Q. Why is a brand important generally?

A brand makes the choice easy and lowers the buyer's perception of risk. It's a competitive advantage if it's done right.

Q. Many of our listeners are sole proprietors - one-person operations. Is a brand important for them?

Anyone who competes needs to brand. A brand aids the selling process. It can help you command a higher price and can create loyalty. The only difference in a big company versus a one-person operation is the size of their universe, the rest is all relative.

Q. Any special advice for people who have almost no budget for branding but need to establish a brand?

• Invest in a distinct graphic mark, phrases that pay, and a look and feel so these elements can communicate who you are when you are not there.
• Be different, this will stretch your dollars and will keep you memorable
• The experience you deliver is everything: competence, follow-through, customer service/friendliness, and small details.

Q. Can you share a checklist for people who want to create a brand on a shoestring budget?

• Know who you are
• Be distinct (go beyond great customer service, quality or being a one-stop shop)
• Express your brand personality everywhere
• Deliver on your promise
• Stick to a story, tell it on all touchpoints
• Be creative without losing relevance
• Frequency is mandatory
• Try not to be everything to everybody