A brand is a set of perceptions, experiences and expectations that people have and hold about working or doing business with an individual, a company, a community, a region or an organization. It is entirely subjective on their part and it is based on experience, exposure and interpretation. Strong brands are clear, confident and consistent and they communicate clearly, confidently and consistently — online and off. They claim a position of value in the prospect’s mind and work tirelessly to build and maintain top of mind awareness. They inspire trust and confidence always.

Successful brands have thoughtful branding strategies directing their growth. A positioning statement is at the core of every branding strategy. Branding is the execution of the positioning statement. Effective brands make a clear promise and provide a clear and believable ‘reason why’. The effectiveness of everything that follows relies on the success of the positioning effort and strategy. Absolutely everything …. Lori Martinek, Branding Expert & Author, http://pplusonline.com

MindingHerBiz

We debuted video conferencing in September, enabling us to work with female entrepreneurs anywhere in the country. We built the MindingHerBiz website, which went live in October. This month, our blog debuts. In December, we will conduct a roundtable presentation to aspiring and existing entrepreneurs at Phoenix-based FreshStart, a non-profit that empowers women to become all that they can be, both professionally and personally. We are also in the midst of trademarketing our pro bono enterprise, which we hope to roll out nationally next year as more MindingHerBiz cells take root around the country.

Welcome to our blog, where members of our Core Team will share insights on what it takes to be a successful entrepreneur. Have a question? Ask it. Know someone who could benefit from our help? Send her our way. My experience as a mentor with the Thunderbird School of Global Management’s SEEDS program last week made one thing very clear: entrepreneurship knows no boundaries, locally or globally. The 20 Jordanian women we worked with share the same goals as their American counterparts: the pursuit of passion, excellence and financial independence. … Lori Martinek, Branding, Marketing & Entrepreneurship, http://pplusonline.com

This blog will feature posts from the MindingHerBiz core team: experts and specialists who have started and run their own businesses and want to help other female entrepreneurs succeed. Visit the Who We Are Page on our website and meet the team: Lori Martinek, Branding, Marketing and Entrepreneurship; Stephanie Fierro, Law; Lesley McCulley-Gates, HR; Cheryl Farmer, Accounting, Operations and Entrepreneurship; and Elizabeth Senger, Technology. It’s a well-rounded, experienced team that asks tough questions, gives insightful answers and exists to help you confront and move past the challenges of startup and growth. … Lori Martinek, Branding Expert & Author, http://pplusonline.com