People often ask us ‘what is a brand?’ You know you need one and that it needs to be strong. But there is so much out there about branding that it can get confusing as to what branding really is.
Don’t let the word ‘brand’ be vague for you. Don’t just start your business and not build your brand.
Here are some of the things marketers mean when we talk about a brand.
Many people think ‘brand’ means your logo and maybe the color scheme related to your logo. That’s partly correct.
Your logo and colors are a part of your brand. The colors you choose to use in your logo can impact how people see your business. Colors arouse emotional and even physical reactions.
Your logo should represent who you are and what you do. That will go a long way toward building your brand. You want people to look at your logo and immediately get what you do.
But a great logo is only a part of your brand.
Your brand is also a large component of your marketing strategy. How you reach out to current and potential clients says a lot about your business and will shape how people view your brand. Your marketing campaigns should not only bring in new business but should shape the way people see your business.
The customer experience is a big contributor to your brand. Every interaction a person has with your company - visiting your website, talking to a customer service rep on the phone, reading your brochure, coming into your store, or any other touch point - shapes the way that person sees your business. People also talk about their experiences with businesses. A positive or negative experience will have people talking about your company and shaping the opinions of others.
You need to have a customer experience that aligns with what your business really is. This will help your customers and prospects understand your business better and also communicate who you are to other people.
There is no one thing that a brand “is.” Every part of your business is affected by your brand.
Your brand is your reputation. Your reputation doesn’t come from one part of your business, but from how people view your entire business over time.
When you talk about your brand, communicate a clear, consistent image of who you are and what your business is. The more people understand and trust your business, the more likely they are to understand what you can help them with.
A strong brand drives a successful business.