Your logo is not your brand
Yes, you read that right. Too many design firms will tell you that they do “branding”, when all they are doing is creating a logo. But your logo is not your brand. It is just the external representation of it. A new logo, by itself, has no power. It gets its power from your brand, not the other way around. Imagine seeing the Nike swoosh in 1972. At that time, it was just another symbol that had no meaning.
So, what is a brand?
So, what is branding, then? Your brand is what people think, know, and feel about your company. In many ways, your reputation is your brand. Everything you do, and every interaction you have, contributes to your brand. Sure, your logo, colors, and marketing materials are part of your brand, but so is the way employees answer the phone, or the cleanliness of your delivery trucks. Only when all touch-points and interactions are aligned behind a common message can your brand reach its full potential.
Do you control your brand?
Every company has a brand, whether they know it or not. Your potential customers have already formed some opinion of your company based on experiences, word of mouth, competitors’ marketing, etc. If you don’t take an active role in defining and controlling your brand, others will do it for you. Do you really want your competition defining your place in the market? If not, you need to take steps to understand how you are currently viewed and how you want to be perceived. Only then can you start to control your own brand and make it what you want it to be.
Do your customers connect with your brand?
Studies show that most people buy based on emotions. They may use logic to justify their choice, but the initial decision to purchase is based on an emotional connection with the company, product, or service. Therefore, you want people to have a strong, positive connection with your brand. This can only happen if you have a clear, consistent message, and all aspects of your interactions are aligned around that common goal. But you can’t just put on a new face. It has to be authentic. People can tell when your image is not genuine, and it will have long-term negative consequences. You have to start from a position of authenticity.
Before you can do that, you need to understand who you are as a company, what you stand for, and what makes you unique. Only then can you hope to consistently align around your core values and character and create that emotional bond with your potential customers.
Take the next step
This is where BrandAwaken™ can help. Our proprietary branding process is designed to help you discover your company’s essence, character, and unique qualities so you can take control of your brand, stand out in a crowded market, and connect with your customers so they will know and trust you.