Isn’t your brand your business?
Not quite. Your business is a company. It consists of your marketing, your products, your staff, and your fellow visionaries. In contrast, a brand is the image and identity of your business.
One could simply say, “Oh, so it all depends on my logo, right?”
Your logo is important, but it is not the main player in your branding. It’s not just about aesthetics when it comes to branding. It is important to consider the emotions your brand evokes in your audience when building a brand. Always consider how you want to be perceived by your target prospects.
Taking a look at Apple is a good place to start.
In 2019, they were valued at $206 billion! From their prices to the metallic finish of their products, they evoke a feeling of luxury, which is why they draw people in and keep them coming back for more. At the same time, they don’t seem intimidating at first glance due to cutting out the tech talk. Value and benefits are always the driving forces behind their marketing.
Apple built its company in a way that once you choose Apple, you never return to any other company. Identifying with the company’s core beliefs and subconsciously fawning over their minimalistic product range makes you feel part of the family.
Let’s check out Starbucks now.
This brand’s success is largely attributed to its convenience. There is a Starbucks on almost every corner in almost every city. Starbucks is the go-to place for catching up with friends, studying/working, or getting some quiet time.
Despite not having the best coffee in the world, Starbucks still stood out to people for its quick service (you get your coffee in just a few minutes) and how they named their cup sizes.
Howard Schultz was inspired by how Italians do coffee—a quick shot before work and a pleasant way to chat with friends and neighbors. It was his goal to create a culture centered around coffee. In order to make the brand even more memorable, he named the sizes Tall, Venti, and Grande.
Why should I focus on building a brand?
To stand out.
It’s basically the most important thing to aim for. While having a functional and effective product is imperative, almost everyone in your industry has the same offer. A cheaper price tag or more experience may make some of them more appealing.
You gain an edge with your brand by not only making your product stand out, but also by building relationships with your target market-which leads to continued sales and client loyalty.
In order for them to become loyal brand ambassadors, they must identify with your mission. Having brand ambassadors brings your company from a successful business to a multi-million company the moment they begin marketing, sharing, caring, and leading your company into the future.
It is imperative to remember that people buy based on their emotions, which are later supported by logic. These emotions are appealed to by your branding. Your brand should become a part of people’s lives.
The people aren’t buying a product. It’s an ideal they’re buying. It’s an experience they’re buying. It’s a lifestyle they’re buying. Convenience is what they’re buying.
How to start building a brand that’s memorable?
In order to build a strong image and identity for your customers, you should check off a few items on your list.
To create a memorable brand, ask yourself these three questions:
1. “How do I address my customers?”
- Make sure you are aware of how you speak since this is the voice of your brand. It tells a lot about the relationship you have with them.
- Would you describe your brand voice as caring, soothing, and supportive, giving the impression of a mother figure? Do you think it’s more youthful, fun, and care free?
2. “How am I different from other (YOUR INDUSTRY) companies out there?”
- You can find out more about your USP by answering this question.
- Possibly you prefer a quirky, empowering style of coaching over a corporate, serious approach to business coaching. Prospects will perceive you as more relatable if you do this.
- Or maybe you don’t have the usual coffee place. There might be a tiny bit of alcohol in each cup, making it the perfect coffee shop for friends to meet for drinks at the end of the week.
3. “If my business turned into a person, her/his personality would be…”
- Despite popular belief, branding is a two-way street. The relationship between your business and your target market doesn’t end there. Perceptions of your business are also crucial. You have to start with yourself, you know!
- Build your relationship with your target clients based on the type of relationship you would like to have.
Want to be the go-to studio for marketing materials for new businesses?
Since most new entrepreneurs believe they can DIY graphics, they might hesitate to invest in them. If that is the case, teach them how well-designed graphics catch people’s attention when created properly (since most people learn visually). In the creative world, this places you as their guide.
The brand and the business are inseparable. More specifically, it’s the driving force behind your business. This is the basis of your marketing, and your branding is what sells your products.
If you found this blog insightful feel free to check out our other blog that’s all about brand activation.