What is 'A Brand' + How Do You Create One ?
Let's be frank, the term “brand” has become one of those words that has almost propelled itself into the hallowed halls of business jargon due to its ubiquity and, frankly, overuse. If we had a dollar for every time we heard the phrase ‘brand’, we’d be millionaires. But more a lucrative situation would be if we had a dollar for every time we heard a misperception about what branding is, then we could buy the the entire internet and ban all Carly Rae Jepson songs in existence, one can only dream.
It might be easier to start with what a brand ISN’T.
A brand is not:
- your logo
- your tagline
- your product
- your service
All of these things can be expressions of your brand but they are not your brand.
Here’s the simplest way brand can be define: Branding is about the promise of a distinct, memorable experience. It’s about creating an expectation and delivering it consistently every time anyone comes into contact with your brand whether it’s the way you answer the phone, how your website functions, your customer service process, how your office looks or how your product/service performs. It’s how you make your customers feel about themselves and their decisions when they are interacting with your brand. It’s why you shop at store A vs. store B even if the price or product might not be that much different.
Delivering a brand consistently is the foundation upon which every successful business is built.
So, how do you do this ? Well, it helps to have a kick-ass creative agency on your side that are experts in this field (hint hint, nudge nudge). But here is how to start:
Uncover what makes you special
There are probably a gazillion businesses that do what you do, determine what makes you so awesome ? Is it how you do it, the people who do it, where you do it, why you do it, what is it ?!
Differentiate yourself from the competition
We all have competition, and that's a beautiful thing because it pushes us to be better than the rest. What makes you different from your competition ?
Define who you are
Really, who are you ? If your business had a character, what would it be, what would it wear, what TV series would it watch on Netflix on a Sunday. The more you know WHO you are, the easier and more effectively you can communicate it.
Define what your target audience wants you to be
We're assuming you know what your target market is, because simply if you don't know you should probably re-consider your entire business right now. So from here, define who your target audience actually wants you to be ? There is simply no use building a business for a market and not crafting it to that market, so do your research, survey, investigate, read, explore, role play until you are blue in the face and discover what they want.
So what are you waiting for ? Get your butt into gear, and if you need a hand, hit us up!