Flip through any business or marketing publication in print or online and you’ll discover that branding is one of the hottest perennial topics out there. It’s also, however, one of the most misunderstood. You’ve read those articles and you know you and your business needs a strong brand to be competitive in the marketplace; but are you confident that you know what that means and how to build it? Let’s break it down.
What’s in a Brand?
When you began to transition your business from a dream to reality, you spent time brainstorming to draft just the right name. Elements of identity began to come together: Your logo, a tag line, a certain look and feel to your materials, and your core messaging. But is this branding? Not exactly. All of these elements are components of your brand; they are the outward expression of it.
When your customers hear your company name or see your logo, what do they think of? That’s your brand. As David Ogilvy once described, it’s “the intangible sum of a product’s attributes.” Your brand is your identity; it’s the feeling or ideas people associate with you when they see those elements I’ve above.
Think of it like this: when people hear your name they think about the way they relate to you. They may think about your skills and strengths: “Oh, Bree. She’s got some great ideas about how to use video marketing!” That’s a brand. It’s not your clothes or hairstyle; just as your corporate brand is not your logo and website.
How do you establish your brand?
We’ve established that your brand is the embodiment of who and what your company is. It’s the experience and relationship your company creates with your customer base. It is perception. Building a brand, however, is nested into everything you do. You want to cultivate the perception of your company by reminding your audience who you are and what you can do for them in every aspect of your business.
Your corporate identity – your name, logo, messaging – is just the start. Branding is also in play when you are interfacing with your customers in a sales role or a customer service exchange. It’s present when your clients hold your product in their hands or engage with your services.
Still have questions? Contact Us and we’ll set up a time to talk. We’re happy to help you build your personal or business brand!