In a commercial context, brands are all about connecting customers to businesses. Your logo and its ability to send out the right signals about your brand and what it represents is an all-important connecting tool in your business armoury. But it’s not the only tool. To make that logo as powerful as possible and to give it an appropriate context, it’s essential to first identify and define the heart of your brand, its purpose and its cause. This is what branding means in the truest sense. I’d like to share with you, exactly what that means for your business.
Here are five key points to consider about your brand:
1. A brand is a promise, it’s not a logo. What does your brand promise and does it keep to it every time? What is its sense of purpose and how does that resonate with your most valuable customers?
2. Brands are all about making the right connections for your business. The right connections allow your business access to the right customers, the right channels, the right prices, the right territory in the market. Is your brand set up to make the right connections? Is it better at making those connections than your direct competitors?
3. If marketing is how your business goes to market, then your brand is your Marketing Director, informing the focus of all marketing activity. From the products and services through to your people, your environment, processes and support systems – it encompasses your entire business proposition! Marketing without brand clarity is like playing the lottery, characterised by the highs (when you get lucky) and the lows (when you’re not) and having no idea of what’s working and what’s not. It’s a frustrating and inconsistent approach.
4. Your brand is your strategy to create tribes of Brand Fans – customers who love what your brand does for them, so they not only do they keep coming back for more want more but will also, crucially, willingly and strongly recommend your brand to others. Businesses that successfully and profitably create Brand Fans typically grow 2.5 times faster than those businesses in their market that don’t. Now that’s worth having and exploiting.
5. Brands (not blands!) are defined by their actions. They stand for something clear and valuable to some and stand out from their competitors as a result. A powerful brand can clearly project what it represents and why that’s valuable to those it wants to connect with.
So ‘branding’ really is about a little more than that all-important logo. Get it right and it will become one of your most powerful growth enablers and you should be using it for all it’s worth.