Your brand helps to differentiate you from your competition. It shows why consumers should consider you over other businesses or companies who offer the same type of products or services. Your brand is more than just your product or service and it’s more than just a logo. The visual identity of your business, the name, the tagline, and the marketing message are all elements of the brand.
These elements work together to create alignment, set expectations, and deliver a brand promise that is consistent throughout the organization be it big or small. When a brand is not clearly defined you will have inconsistency with the message that you are delivering to your customers. You can become easily swayed one way or another when different opportunities arise. This can be a problem because, in the long run, it could take your company in a direction that you ordinarily would not have chosen to go.
The clearly defined brand expresses what your company stands for and creates a value in what you offer. When you know what you want to express and stand for then it will be easier for you to stay on the right path to creating the brand you want to have. The strength of your brand is not because you’ve got a cool logo, a consistent color, or a catchy theme.
The strength of the brand grows from within the organization. The brand is defined by who you are and what you do, not just from what you say. When creating your brand you help to create a level of expectation from your clients. If you create a level of expectation that cannot be met you won’t live up to the customer’s expectation and you will fail. Successful brands set a clear expectation for their customers and they are consistent time and time again.
As you work to create a brand it needs to be looked at in the long-term. You want to make a long standing connection with your customers. If your brand is aimed at making the quick buck then eventually the brand will fail. When you think of your brand think of your vision for the future and how you plan to get there. Consider every angle from your employees, to your brick and mortar space, to the customer’s experience and their interaction with anyone and anything representing your organization including your website and the website builder you use.
Branding is not an overnight occurrence and it isn’t something with a beginning and an end. It is an ongoing project that is based on your day to day operations and interactions with customers and potential customers.