Thanks for your contribution to this discussion.

Jack – that dedication you speak of is dedication to yourself. What better target?

Steve, I agree that branding is only a segment of an overall business strategy.

Barbara, we can probably blame our Mom’s a little for this, because she always told us not to brag. But down deep I think we all have the confidence – we just lack to skills to draw it to the surface.

Health and Safety – I don’t know – from my vantage point, not many design OR advertising firms take branding too seriously yet. They both touch on elements but are essentially focused on the image component – the visual. This may sound stupid but a good book on branding is the “Idiot’s Guide to Branding.” What are you searching for in terms of a branding proposal?

Promotional Products – you are referring to the “relationship” which is the core of how you deal with your customers and helps to keep you away from being viewed as a commodity.

Trevor – Lets hope your their brand differentiates them. I agree that perception is reality with a brand.

Brendon – Like the Energizer Bunny, your brand efforts keep going and going.

Thanks for commenting!

It tells them what they can expect from your products and services, and it differentiates what you are offering from your competitors.

In small business your brand is derived from
who you are,
who you want to be and
who people perceive you to be.

Interruption marketing (if I understand your definition correctly) generates awareness and in many cases is the markets first exposure to a brand. Visionary products (ie: Apple) find their way into our consciousness this way. It can set the tone for your brand.

Permission is effective once a basic trust has been established. I think both work in tandem and work nicely to make your brand experience rich.

As you can appreciate, my efforts to advance my brand as a consultant is powered by all my avenues of promotion. I am 100 % aware of my brand every time I put my messages out there – including how I am replying to comments on my posts.

A good example of this synergy between Interruption and permission is public speaking.
The audience is attending at their own free will to get some information that I possess. This is permission based. At the end I briefly pitch my services while I still have their undivided attention. Interruption. I also subtly have my brand and services through out the presentation which builds additional trust between my audience and myself.

Post seminar, if they visit my online presence and subscribe to my list, then my brand is again strengthened. As you so aptly put it, “permission marketing goes the journey.”
We only have their permission when we also have their trust. Betray that trust and you have nothing but snake oil.

Break the ice with Interruption, take them downtown with permission. What a branding story!