What is it that makes a brand stand out? Why do some brands take off and others disappear? First, let’s clear up the confusion between the words brand and branding.
They’re not the same thing and too many people are using them interchangeably and incorrectly. A brand is the words, images, thoughts and feelings that come to mind when someone thinks about you, or interacts with you or your business in some way. It’s the real estate about you in someone else’s heart and mind, and you don’t have complete control over it. To be clear: your brand only exists in other people’s minds.
Branding is what you do to affect this real estate. It’s all of the associations you create to develop the words, images, thoughts and feelings that people have about you. Branding is everything you do to create your brand. From your business cards, website and logo, to the clothes you wear, how you speak, how you treat others and all of the products and services you create in your business. These are ALL touch points that ultimately build your brand in others’ minds.
Good branding consists of five key steps that lay the groundwork for compelling touch points, and ultimately, a successful brand:
#1: Consistent and cohesive visual branding
Your logo, colors, fonts and imagery should be clear and consistent across all platforms. Inconsistent visual branding gives the consumer mixed messages and ultimately looks unprofessional.
#2: A keen understanding of your target market
Who are you speaking to? What do they want out of life? You must understand your audience’s challenges and aspirations so that you can communicate with them in a language that they relate to.
#3: A clear message
When I read your tagline and/or the intro page on your website, I should get a clear idea of exactly what you do, what you offer and who you work with.
#4: A value proposition
What’s in it for me? In other words, why should I care about you and your products and services, and ultimately, how can you help me? In keeping with #2 and #3 above, you should be able to communicate your value with ease.
#5: Engagement that nurtures an emotional connection
You must be present – on your website, social media platforms, in-person – and responsive. When the lights are on, both literally and figuratively, people feel heard and cared for. Educate, entertain and inspire your audience and make that important connection.
Your brand is a living, breathing organism and it exists in the minds of your customers. Amazon Founder, Jeff Bezos, once said, “Your brand is what other people say about you when you’re not in the room.”
Think about it this way: what experiences are you creating for those who come in contact with you? Your branding won’t be effective unless you find a way to connect with the hearts and minds of your customers. And once you’re in both their hearts and minds, you’ll create an emotional intimacy that is the trademark of today’s most compelling brands.
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