BLOG FOR 7-28-08

For the last several years we have experienced the phenomenon of businesses or even individuals “Branding “ themselves, their products, businesses or services. It also seems that there are various views of exactly what it means to brand something.

The late James Davis, then NYC Councilman for the 35th Council District in Brooklyn, once told me that his goal was to have such high name recognition that seeing his name in print, without pictures, would conjure up, in the minds of the public, an image of himself and all of his good works in the city council.

He used as illustration the Nike brand. When we see the Nike name or even just the symbol most of us immediately think about top quality sneakers and sports wear worn by the best athletes in the world. Many of us desire to emulate that image.

In my mind, what we have labeled branding , is essentially talking about our reputation. Although we might decide to have a memorable letterhead or logo or give out trinkets with our names embossed on them, we actually create our brand by the quality of service that we provide daily.

If we provide poor, un- reliable services, or bad attitude, the logo and trinkets will only serve to remind people to avoid using our service. Similarly, if we project self confidence, an open and caring demeanor, demonstrate love and concern for each child, provide dependable quality service, with a glad to serve you attitude, our business will stand out in the crowd and grow almost effortlessly, by word of mouth. If you are consistently providing services in these ways, call it what you may, you will have branded your child care business.