Defining your brand

Branding is more than just how you look. It’s about developing the space that your brand takes up in your customer’s mind. Part of it includes having a consistent values system when it comes to how you interact with your customer.

Customers have their own reasons for choosing one brand over the others selling similar products. Some of them will mention tangible things like price or quality, while others would give you intangibles such as “they know us” or “we trust them”.

Your goal is to be known not only for the tangibles, but the intangibles as well. To do that, you need to be able to define your brand.

Every company starts being known for their products or services. They’re not brands yet, unless they hit the ground running with a cohesive branding system and aligned values. Branding can be a journey, and while keeping core elements, finding out who your brand is and what you stand for can be an endless journey.

When defining your brand, there are attributes that everyone in the company from the CEO to entry-level employees should be aligned with. The way you interact should display customer knowledge and relationships.

Three Keys to a Defined Brand:

  • Culture and purpose. Take time to decide on your brand values and purpose. What is your why? What do you stand for? Use this to guide your interview questions and when making hiring decisions. Then, train your team to align themselves with your company’s purpose so that they are empowered to solve customer problems, foster closer relationships, and create a positive perception of your brand.
  • Storytelling. Telling stories develops empathy or connection with the brand. If they see your brand story or your existing customers’ journey with your brand, they’re more likely to feel more towards you. Encourage this by creating customer communities, developing media hubs, implementing an integrated social media strategy, and even encourage one-on-one conversation between your team and those buying from you.
  • Consistency. Again, this is not simply just about your visual identity and collaterals. It’s making sure that everyone in your company has the same standards and values. Develop systems and processes so that your team understands how to make communication with your customers consistent and that each interaction conveys the attributes you want people to associate with your brand.

A defined brand is what differentiates you from the others who offer similar products or services. Done right, you will then have a name that people will ask for and pay big money for. This is the ultimate reward of consistent branding.

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