What is Your Brand?
June, 2005
Branding. It is a word that carries all the hype these days. But what does it actually mean? When you talk about your brand, is that just a fancy word for your logo?
Well, the concept of branding is a big topic, and can be quite confusing. The reason for that is that a brand isn't something that can just be created and controlled, as much as some wish they could. A Brand is actually more about what individuals think, and again, as much as most businesses would like to control what people think, the public has a funny way of making up their own minds.
"Brand" is the umbrella term used to describe what people think about a company. It is made up of ideas about credibility, style, and personality. It is not a logo, or a product, and has nothing to do with sales or stock options. It is truly an emotional feeling based on an individuals experience.
And there lies the critical point every business must take into account. If a brand is based on an individual's experience, then a business has the ability to influence that individual. Done correctly, the creation and nurturing of your brand is the most powerful business tool available. Lets look at an example. Image you're in the high tech electronics store at the mall to purchase a new television. You've narrowed the decision down to two models. One was made by "Your Favorite Brand," the other made by XYZ Electronics. Which do you buy? Would it make a difference if both were made buy the same manufacturer and then sold to the two companies? The ultimate goal here is the TRUST of a consumer.
Now we have a basic idea about what a brand is, but how do we build and manage it? How do we gain that trust from those potential clients? The first step is to be clear about the message you want to send out. The next step is to be ever consistent about that message. That means everything that comes out of your company must reinforce your message. This is where logos and identity systems come in to play. Your business must look professional if you want people to believe it.
The public must recognize you before they begin to read the message. Think about the "golden arches", the "real thing", and the "Ultimate Driving Machine." Take note of the feeling one might have as they drive their new BMW through the MacDonald's drive-thru while drinking a Coke. Those feelings come from a prolonged effort by those companies to teach the public that they should think that way, and then followed up on the promise.
Branding is your most powerful weapon, or your ultimate missed opportunity, and if you do miss it, you can be sure the competition won't.