Mention the word brand or branding and you’ll probably see some eyes rolling. After all, everyone knows what a brand is right? It’s the type of shoe you buy and the peanut butter you eat. It’s the logos and colors that, without a word, represent a company. It’s the “Just Do It” and “Do No Evil” slogans that describe exactly how an organization operates. Right?
Well yes, and no.
A brand is a living thing. It has a heartbeat. It does not exist in a vacuum. It is the core of an organization. The logos, slogans, mission statements and management strategies are tangible iterations of the brand, manifestations of the core values of the company. So, what is a brand?
A brand is a promise wrapped in an experience.
It is a promise made to your employees, your customers, your investors, your vendors and suppliers. A promise implies that a trust between two entities has been established. Expectations and a sense of security or reliability grow from that trust. Break a promise and you destroy a relationship.
Thus the experience anyone has with your organization must reflect your promise. Every experience, every time. This is at the heart of marketing your organization, company, even yourself. So stop rolling your eyes and read on.
Why Brand Matters
Your brand is an intangible asset that occupies some of the most expensive real estate in the world – a very small niche in your customer’s brain. As human beings we respond to brands because we need to distinguish one thing from another in order to process information. One study after another tells us what we already know – we are bombarded by information in an endless, noisy stream every day. A strong brand promise allows the brain to selectively recognize and absorb a message.
The most consistently delivered brands are the ones people respond to.
The most consistently delivered brands communicate clearly.
The most consistently delivered brands are the ones people understand, know and trust.
