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)

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.

§  A good brand promise combines fulfilling your customer’s need with your team’s passion.

§  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 1^st 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

www.thebusinessliaisons.com