Recently in the Toronto Star I read an article that got me thinking about the importance of Branding for those eBook authors who want to create a business built around their eBook. It is understood that an eBook establishes an author's credibilty as an expert but the eBook also helps brand both the business and the author.
The Hell's Angels are going to court. But this isn't the usual court case where the Angels are the defendents. The outaw motorcycle gang has decided to take the police to court to force them to honor their logo with the winged-skull which is legally their trademark and logo brand. Evidently, the police have confiscated many items including calendars, T-shirts, belt buckles, a cuckoo clock, rings, pins, bumper stickers and posters that have the logo on them.
Hell's Angels uses the logo to market itself, to define who they are, and to brand themselves. One professor of business said if the Angels lose the power of their Death Head logo they "diminish their stock as a badass" which makes it more difficult to recruit members, conduct business, and feel special.
The Angels see the branding using the Death Head Logo worn by a member as a guarantee (promise) to other Angels and members of the criminal subculture that they can deal or do business with that individual wearing the logo knowing you will not be "ripped off" and they can be trusted to keep any damaging information away from the police. There is indeed honour among thieves!
Angel members must sign a contract that states they must return to the Angels anything that has the official logo on it if they quit the Angels. Tattoos bearing the logo must be removed! They are really serious about branding.
What are the lessons for eBook authors trying to brand themselves and their business?
I will go into detail in future blogs regarding branding but for now consider what the Angels are telling us. It is important that your logo, tag lines, business cards, websites, publications, marketing messages, and anything that potential customers come into contact with must receive a consistent message. The promise must always be evident. The customer learns to identify with the branding.
The Angels protect their branding methods and demand that they are never compromised in terms of the integrity of the brand. Trademark logos, slogans, colours, even fonts created to make you and your business unique and easily recognizable are to be protected at all costs, including taking the police to court to have items with their logo returned to them.
Brand power takes time to establish and must be consistent over time. So take your time in deciding how you want to be seen by your target market. Make certain that the "promise" or "guarantee" that your branding presents is exactly what you want it to be. Remember, you must always live up to the promise you offer without exception.
A good branding system will tell the potential and returning client who you are, what you sell, and who exactly is the customer you are trying to attract.
Can you articulate in one short sentence, phrase, slogan or tagline all three of those elements mentioned above?
How does this work?
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