Brand Power

Whether you want to build a business, attract new people to your team, position your department for a larger share of limited resources in the company, or increase personal growth opportunities, it all depends on the power of your brand. 

Your brand is who you are, and the power or attractiveness of your brand is all about whether people think of you when you’re not around. Are you top of mind for the products and services you provide? Do people say “get me John Smith” or “get me ABC Co.’s product”? If they do, the brand is powerful. If they don’t, it’s not. It’s really that simple. 

So, how does one build brand power? 

One way is through visibility. The more people see or hear you, the more likely they are to call you to mind first when you’re not around. Too much visibility, or the wrong kind of visibility, can establish brand power, too, but probably not the kind you want. Strategic visibility in the places your clients, customers, leaders, and decision-makers are can work wonders. 

Visibility alone is not enough – you also need to deliver, consistently. If your product quality is questionable, if your service is inconsistently delivered, and if your results are variable or inconsistent, your brand power diminishes. If you follow through day after day delivering high-quality results, your brand power increases. 

These are not the only ways, but two of the simplest and most effective ways to increase brand power: be strategically visible and consistently deliver exceptional results. “Build it and they will come” doesn’t work anymore…it probably never really did. 

Call it marketing gravity, call it brand power, call it whatever you want, if you don’t have it, don’t expect growth. So, get out there and make it happen…the rest will follow. Oh, and “get me…” 


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Picture of Craig A. Escamilla
Craig A. Escamilla
Craig Escamilla helps you find solutions before problems exist. With fifteen years of consulting, teaching, and senior management experience, Craig brings a wealth of practical expertise to helping others work on rather than in their businesses.

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