What Branding is…and What it’s Not
Time to test your brand IQ. Answer these true or false questions:
- Your brand is your logo.
- You decide what your brand is.
- Your brand never changes.
Unless you answered “false” to all three, your brand IQ could use a boost.
Beyond Your Logo
Many of our clients believe that their logo is their brand, but that’s far from true. While your logo represents your overall persona, it’s only a small part of it.
Your brand is what you are known for, but it doesn’t stop with your products and services. It also includes all the feelings, emotions and experiences it evokes. If you are a new business establishing your brand, or a reputable company looking to rebrand, you must think miles beyond your logo.
The Customer Is Always Right
You can decide what you want your brand to portray, but if your customers’ experiences don’t jibe with what you’re putting out there, it’s their perception that becomes your true identity.
For example, you could sell a fantastic, well-designed widget, but if it’s a hassle to place an order or you don’t deliver when promised, that’s what you become known for. Or, maybe you want to project the image of an industry leader on the cutting edge of technology—if a customer finds your website outdated, clunky and hard to navigate, your best intentions go down the drain.
Branding considers every touch point you have with your customers to ensure that all the things you want to be known for come shining through in every interaction, whether online or in person, through your communications and your products or services.
Evolution of a Brand
Branding is not a one-and-done endeavor. It requires ongoing nurturing to enable it to evolve over time. Brands that stagnate (Blockbuster, anyone?) become irrelevant. Listening to your customers and paying attention to market trends is key.
On the other hand, constantly re-branding does more harm than good, especially once you are established. Stay true to your mission and be clear about who you are, and who you’re not. A fast-food chain attempting to sell a fine-dining experience will struggle—it’s too far off-brand. Think of it as an ongoing evolution as opposed to a complete reinvention.
You don’t need to be a branding expert. That’s our job. Give us a call today.