Timothy made it look so effortless. One quad jump after another during the men's ice skating competition in the 2002 Winter Olympics.

No other male ice skater - even the world's best - could land the quad jumps with such effortless precision. Many fell; most struggled in the attempt.

In the world of figure skating, double quad jumps became Timothy's "signature" move ... his POWER BRANDING (sm). That one move left an indelible impression on every judge and every viewer's mind. That one move earned Timothy a Bronze Medal.

What indelible mark are YOU leaving in the minds of your potential customers? What's your "power branding?"

POWER BRANDING (sm) is the hallmark of champions, both on the ice and in business. BRANDING is a MUST if you want long-term sustainable growth as a business. Without it, your marketing efforts will flounder. Without it, your business risks becoming the next "brand x" casualty in your industry.

What is branding? How does it differ from other marketing venues?

Let's me first set the record straight, what branding is NOT. Contrary to popular belief, branding is NOT about inventing a gimmick or a "contrived" uniqueness for the sake of manipulating the marketplace for your gain.

Branding is NOT advertising, nor is it your USP (Unique Selling Proposition). Branding is not the same as awareness. It goes much, much deeper than that.

Branding is "branding." It is emotional. It is compelling. It builds from your strengths, your convictions, your strategy, your operating principles and everything you do in your business.

Unlike advertising that grabs your mind, branding grabs your heart. It does not position you, in your prospect's mind, ahead of your competition. It positions you as the *only* solution and leaves an indelible impression. Branding comes from the heart and soul of your enterprise.

Every industry has its brand leaders. Saturn in the car manufacturing business is a great example. Competing in an industry already monopolized by car giants with known reputations for decades, underlying Saturn's success story is its POWER BRANDING (sm).

Saturn's branding starts with its mission statement :

"to find better ways for people to work together to design, build and sell cars ... to talk straight, do what it promised and deliver solid value at a fair price."

For Saturn these are not mere words, but the driver of everything they do. By the number of Saturn cars on the highway, the rest of their success story is history

BOTTOM LINE: Like Saturn, building your business from a place of strength, inner convictions and uniqueness ... this is your POWER BRANDING (sm). If done correctly, it positions your business, not ahead of the competition, but as the *only* solution. With POWER BRANDING, your business could become the next Saturn success story in your industry.

To begin the branding process, ask yourself: 1.) What do you want otahers to say about your business? 2.) What lasting impression do you want to leave in your prospects' hearts and minds? 3.) What does your business stand for? Then hire an expert to help you formalize your branding. It will be the best investment you can make in your business.

Denise Corcoran is a Master Business Coach, Strategic Consultant and Breakthrough Catalyst. Would you like to invigorate your mind, your business savvy and your creative juices with paradigm-shifting, breakthrough strategies and principles of today's superior businesses? Then subscribe to our monthly ezine - THE EMPOWERED BUSINESS^tm.