It’s amazing how many people, when asked this question, think brand = logo. Once upon a time, brands were simply a mark to differentiate ‘yours from mine’, but since the days of branding cattle things have changed a lot.
In reality, a brand is like an iceberg. The tip is the most obvious and visible part – the logo – but most of the iceberg is actually under the surface; the strategy, service offering, culture, experience and other aspects which all contribute to the overall brand.
So what is brand, really?
Brand is your story: Every brand started from somewhere; someone had a good idea, built this idea into a business and has navigated their way to success. It is this story which brands need to utilise to breathe real life into their offer.
Brand is your offer: Goods and services lie at the heart of what a brand is all about. After all, if you have nothing to offer consumers then you aren’t in business. But, it’s how this offer is tailored to what consumers actually need and want that is important.
Brand is your service: It’s not just about what you have to offer consumers, it’s also about how you offer it. The customer journey and experience is of vital importance to taking your brand from a place that just sells things to an engaging, life changing, passion-igniting symbol.
Brand is your people: Your employees are the most important people to your brand. If they aren’t on board, your brand experience falls flat. It’s the job of your leadership to inspire your employees to live the brand in everything that they do.
Brand is your spaces: To develop great customer experience and inspire your employees to be the best they can be, you need to invest in high quality workplaces. Your spaces should become the shrines to your brand, embodying everything you stand for.
Brand is your touchpoints: Whether we’re talking digital, traditional or experiential marketing collateral, everything that you put out into the public space needs to be clear, concise and consistent, reinforcing your brand image.
Brand is your reputation: From consistent, high quality experience of the above aspects comes a great reputation, one which customers can trust and converts them into advocates who spread your message to the world.
To put it simply, ‘brand’ is all the reasons that you buy a good or service… whether you realise it at the time or not! Do you agree?
Share your thoughts with us! What does brand mean to you?