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Recently, two prospective clients asked very much the same question, "What exactly is branding; and what do you do?" One was a newly appointed CEO, in his late 30s, with a business degree, heading an IT company which had only been in existence for 4 years; the other was in his mid to late 60s, still actively involved with a family manufacturing business after 30 years. Can you picture them? I am sure you can…

Anyway, it is a darn good question. Well two questions, really. And after visiting the HomebizBuzz site I wondered how many of you have difficulty when posed with that age-old question, "What

to do you do?"

I have no doubt that some of you have your answer pretty well rehearsed: "We supply widgets and have done so for over 3 years; we service clients in the Auckland and Hamilton areas primarily…". Blah, blah, blah. And I am sure you could recite it in your sleep. After all, it is in all your marketing communication collateral from DL flyer to PowerPoint presentation; and it might even be on the back of your business card in an abbreviated form. You have spent hours crafting it. Great stuff. Admirable.

Now, imagine this scenario. After wining and dining a potentially new, hot client in a mid-city hotel, renowned for its restaurant (no expense spared - this deal is vital) the both of you and his two divisional managers take the lift back to your rooms. You are feeling buoyed by the way the evening has progressed (and by a few wines!). Then, just as the potential client pushes his floor button he turns to you and says "OK, I am reasonably interested; but to be honest I have had two other approaches about the supply of widgets - why should I buy them from you?" A deadly silence.

Aaargh! Your eyes dart to the floor indicator. You reckon you have 30 seconds, 40 tops, to convince this guy. Sweat breaks out on your brow. Your hands become clammy. The lift suddenly appears claustrophobic and airless. The potential client and his two cohorts take on the guise of presiding judges - complete with wigs, gowns and gavels!

Your worst nightmare! 20 seconds left! Where do you start? What do you say that hasn't already been said during the course of the evening? You make good widgets - isn't that enough?

I am sure we have all been there…

And, the answer to the question is, "No it is not enough!" Enter brand.

In the next article I will take you on a journey. A journey that will help you understand brand.