Quick – think of your favorite brand…write it down….we will come back to it shortly!
When asked to name a few of your favorite brands – many will immediately associate a company’s logo in their mind, and while a logo is a critical part of a brand…it’s just a piece of the pie, mmm…pie. Let’s take a minute to break down the difference between a logo and a brand.
A brand is defined as a person’s perception of a product, service, experience, or organization.
A logo is a unique, memorable mark used to identify a company, product, organization or brand. Often, a logo includes an icon or symbol, name, specific colors and trademark.
Ready for a little test? Let’s go back to the beginning when I asked you to write down your
favorite brand…and think about these questions:
- What emotions does your favorite brand evoke?
- How does the brand make you feel?
- What makes it memorable?
“A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.”Scott Cook, co-founder of Intuit
more than a logo…
Doritos recently launched a campaign geared towards Gen-Z targets who are anti-advertising – so they pushed the envelope and removed their logo and name from the ad!
Now that we know the difference between a logo and a brand….it might lead you to ask yourself these questions…What’s the importance of having a brand? Is it really worth the investment of my valuable time, energy and hard earned money? Furthermore…How does your brand relate to having a successful business?
The simple answer to these is HECK YES IT MATTERS…but let’s find out why!
6 reasons why branding is essential to success
Improves recognition – the ultimate goal is to be memorable, true success is when a consumer can
define how a brand relates to each of their senses – hear, smell, taste, feel, and see.
Creates trust – having a professional, polished look will draw in consumers and allow them to be
comfortable, which over time will build trust.
Supports advertising – incorporating the look, feel & experiences people associate with your brand
into your marketing will give you a solid base for creating relative, relatable content. Based on your target
audience it can also drive the type of advertising needed eg; social, print, packaging, etc.
Builds financial value – successful branding aids in legitimizing a company and it’s perceived value.
This in turn helps increases sales, value of stocks, repeat customers and ultimately financial value.
Inspires employees – having a brand built on clear visions and values of a company will inspire
employees to get on board and feel energized about being part of a team that’s working towards a central goal.
Generates new customers – referrals are priceless – having a strong brand that consumers
trust will earn these referrals and business will grow.
We’ve established that branding is essential to the success of a business – now what?
3 tips on how to brand your business
Building your brand is an endless path, an adventure that will have twists and turns, but never stops.
Your brand will grow, adapt, change and then grow again…remember to revisit your vision and values
often as a compass along this journey.
Be Clear – what is your mission, what is your purpose and how do you want consumers to experience this?
Be Concise – don’t be wordy or cluttered in your approach – you’ll loose the interest of your audience.
Be Consistent – this applies to all facets of your company – social, website, marketing materials, collateral, in-person experience, tradeshow, storefront. Consistency will lead to memorable emotions, which will drive brand loyalty, in due time, creating success.
Use your vision and values to drive your brand!
Together, let’s build your brand!