Greetings, brand aficionados, Thank you for your interest in branding and my Brain Tattoo ezine. The publication will continue to hit your mailbox quarterly. It will include branding articles, book recommendations, and feature interviews with other business experts. Additionally I’m going to start feeding you monthly brandbites. These morsels of wit and wisdom will be brief and potent. Every month you will get at least two items: A branding tip A market snapshot (some noteworthy observation) I hope this new information format will help your brands prosper. Should you stumble on a tough branding challenge, shoot me an email and I’ll try to address it. Brand on!

Karen Post helps organizations and professionals prosper with a powerful brand. She is a 20-year branding enthusiast, professional speaker, and author. If you’d like to learn more on branding, speaking programs, or consulting, please visit www.brandingdiva.com.

Brandbite #1 Every brand should have a concise brand Redprint™ or a similar written document that capsules its essence. This form should succinctly include brand name, brand category (purpose), brand distinction (if you even consider saying it’s your great customer service or quality product, this email will immediately turn into a bad virus), brand promise, brand personality, brand visual code, and brand language. If you can’t articulate this information in writing, there is a good chance your market, employees, customers, and stakeholders have no clue who you are. Overheard I was in NY City having a fabulous dinner at Aquivit, a wonderful restaurant. The manager noticed a customer did not eat her dessert. “Was there a problem?” The customer whispered, “It was nice, tasted OK, but lacked emotion.” Whatever you are selling, lead with emotion. Confirm with logic.