BRANDS
are NOT WHAT YOU THINK!
If you are already in business then you know about
branding. You also know that your logo
or tag line is only an extension of what is considered your brand. Your brand is you. Your brand represents your business from a
perspective of a customer. What do they
expect from you and do they see in you as a business they wish to engage. Think of it as…what will they say about me
once they have had the experience? This
ties together your brand in a nutshell.
1) Who are you?
(Brand Identity)
2) What are you? (Brand Meaning)
3) What about you? What do I think or feel about you? (Brand Responses)
4) What about you and me? What kind of association and how much of a connection would I like to have with you? (Brand Relationships)
2) What are you? (Brand Meaning)
3) What about you? What do I think or feel about you? (Brand Responses)
4) What about you and me? What kind of association and how much of a connection would I like to have with you? (Brand Relationships)
All go hand in hand to develop your business brand in full
scope. It is never just about a slogan or logo or look.
To build your brand you have to start with the self-analysis. Look at yourself and your business and ask
yourself what do you want to be remember for from your customer? Is it exemplary customer service? Timeliness and efficiency? Will you be a fun
and engaging client? What are your core values and how do you intend to share
that with your audience?
Identify your customer.
You can’t be all things but if you picture your ideal customer then they
will give you an idea of where your business aligns. Their needs are your needs. Instead,
it’s about building an entity that will resonate with your customers and keep
them coming back again and again—even when there’s no deal or promotion to
entice them.
There are plenty of tools out there that can help you
identify your target audience, including products from comScore, Nielsen, Google and Compete. Tools such as these allow you to learn more
about your audience, including gender, age, marital status, household income,
and locale.
Another keys is to be consistent and integrate your brand
through everything you do in the name of your business. If you are about being on time then be timely
in responding to customers online, offline and where and however else. You are about integrity and precision, then
be precise in your approach to your service and your product. Be meticulous. You want to be the right brand with the right
customer.
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A good brand promise combines fulfilling your
customer’s need with your team’s passion.
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A good brand personality is authentic to your
organization, attractive to your target customer and consistently delivered.
I am sure you can think of some power brands,
businesses that deliver not just in a name or slogan but in an experience. Starbucks, McDonalds, Disney….
The next time you are looking at a company name ask
yourself what those companies found in developing their brand. Imagine yourself going thru the same exercise
and you will be your way to building a killer brand yourself. Take your time to research..deep dive into
it. You want to be do it right….the 1st time if at all
possible. A couple of quotes on branding
that resonate the final word.
Most great brands, at their core, are both authentic and honest.
That’s why people fall in love with them or become passionate.”
Rege Sabol
principal,
FSC
“For a brand to be good, something has to be tangible. It’s
about the way people have been treated or
the service they’ve been provided, so consumers can say, ‘The company has done
right by me.’ People might pay more for it because of this peace of mind.”
Ned Show
president, Chemistry
Communications
“Behind every brand is a compelling idea that captures the
attention and loyalty of its target audience by
filling an unmet need. Hiring a little green gecko with a British accent
doesn’t hurt either.”
Meade Johnson
Leslie Crudup for the
Business Liaisons – Business and Life Coaching
