An Interview with Branding Expert and Business Author Karen Tiber Leland
Karen Tiber Leland is a branding expert and author of “The Brand Mapping Strategy: Design, Build and Accelerate Your Brand.” She is also the president of Sterling Marketing Group, where she helps companies, CEOs, executives and entrepreneurs build stronger personal, team and business brands.
Her clients have included Apple Computer, LinkedIn, Twitter, AT&T, Avis Car Rental and Bank of America. She is a regular guest of the media and has been interviewed by Fortune, Fast Company, CNN, MSNBC and Oprah, among others. In addition, Ms. Leland has spoken to groups at Stanford, Harvard, the American Management Association, the Young President’s Organization and several others.
Why is it important for laundry owners – and all small-business operators, in general – to brand their businesses in some way?
Laundromats, like many small businesses that are transaction-based, need to find a way to distinguish themselves from the competition. Building a distinct brand – whether based on service or style – is one way to break away from the crowd and make your business a stand out.
What are the main benefits of branding a laundromat or chain of laundries?
Branding a laundromat or chain of laundries as having very specific attributes can help make the business memorable in the customer’s mind. Anything a business can do to be seen as one step above can be enough to distinguish it from its competitors.
Are there any drawbacks to creating a brand?
The only downside to creating a brand is if it’s presented in a way that the establishment’s audience would find offensive in some way.
Beyond name and signage, what are some keys to building a strong brand?
Name and signage may reflect the physical brand identity, but beyond this, the business needs to consider how such aspects as overall decor and design, extra services, ease of use, implementation of new technology, and even such factors as cleanliness can help shape a brand.
What typical costs are involved in brand building and management?
The costs depend on the depth and length of brand building project. An assessment of the current state of the brand, and a strategy could cost as little as $10,000, while the implementation of that strategy could run from between $30,000 to $60,000, depending on size of the business, activities, etc.
Many laundromats in our industry are run as unattended stores. Is branding more important or less important with regard to this unattended business model?
In some ways, it is more important. Since unattended laundromats tend to look, feel and function in the same way, distinguishing one from another by branding can sway a client’s choice.
In your new book, “The Brand Mapping Strategy,” you note that a fundamental paradigm shift has occurred in marketing and branding. Can you explain what that shift is and how laundry owners can effectively leverage it?
The use of social media has transformed how transactional businesses reach out to clients. In the past, factors such as geography and price were what drove usage. The shift today is from branding and marketing as a sprint to a marathon. Through consistent and quality outreach over time – via social media such Facebook, Twitter, Yelp and others – business owners don’t need to rely on a one-time or two-time campaign, but an ongoing process of brand building.
What are your thoughts on social media, blogging and other similar business development activities as ways to develop a small business’ brand?
Depending on the particular audience of the business, one activity may be more impactful than another. The key is to go where the business’ audience consumes their information. If they hang out at Twitter, focus your brand-building campaign there; if they consume blogs, write a weekly one; if they are coupon- or discount-sensitive, Facebook may do the trick.
What are the keys to successfully taking advantage of these types of online activities?
Consistency and quality in providing the information and offers your clients would find valuable.
For small-business owners, is it important to distinguish between personal and business brands? Why or why not?
In the case of a small-business owner, the personal brand of the proprietor is often so intertwined with the business, that there is virtually no distinction. Once a business gets to more than 20 people, the difference becomes more pronounced.
In your book, you write that, if you don’t define your brand, someone else will define it for you. Can you please elaborate on this statement?
Just leaving your brand to chance is a risky business these days. If you don’t take the time to proactively shape it, you will continually be reacting to the narrative others apply to your brand.
You also write about the importance of becoming a thought leader within one’s industry. How is this important, and how can a laundry owner go about becoming a thought leader?
In some industries thought leadership is more of a branding strategy than others. Intellectual capital is at the heart of thought leadership, so laundromat owners would need to expand there focus to include a bigger context such as small business.
Can branding help store owners when they are looking to acquire additional laundromats?
Yes. Just in the way that branding can help distinguish the business in its customers minds, it can also create a positive force for attracting new investors, franchise owners and business partners.
Would it be easier or harder to sell a branded business?
It would be easier, since the stronger the brand equity of a business, the more value it has, and the easier it is to sell – usually at a premium.
What’s the best advice you could give laundry operators or any small-business owners with regard to the topic of building their own brands? What would you like people to take away from this interview?
Branding today is about figuring out the authentic story of your personal or business brand and then learning how to tell that story in a way and in the places where it will have maximum impact.
