What's In a Brand?

Just pick up any marketing or advertising trade publication, or visit the numerous websites focusing on these industries, and you'll come across endless articles about the brand.  I've have read many definitions of what a brand is, even what it is not.  I've also found that there are as many different definitions, or interpretations of what constitutes a brand, as there are experts.  My own definition is really quite simple.  A brand is the essence of your business, represented distinctively and consistently.


Working with small and mid-sized businesses (SMBs), I've encountered owners who readily know what a brand is, they just haven't quite figured out  their own business's brand.  Once you understand what a brand is, it becomes a lot easier to develop one. Even if you decide you'd rather hire a professional to handle the important task of brand development, it will only enhance the process if you understand what a brand is and are knowledgeable about the process of branding.  The most important thing to know about your brand is that once you've established it, people will expect you to be it, without exception.

Using my own definition of brand:

What is the essence of your business?  Who are you (I'm speaking of your business), and how are you different from your competitors?  What are the key benefits that you will always deliver to the consumer?  (Make sure to give serious thought as to whether these benefits will be compelling to your target) Once you answer these question, you've got the foundation for your brand message.  Fine- tuning your brand message requires you to answer these questions: What's your business's personality?  Image? Is it conservative, fun, big and bold, folksy?  Don't try and be something that you're not.  For example, let's say you offer financial services, but your company (like your target) is more casual and hipper than the average financial firm, then your brand should communicate that.  You're still in the development stage so you'll want to develop a few messages before deciding which one is really the right one. 

Representing your message distinctively.  Now it time to develop a logo, mascot, color scheme, website design, all the things that will allow you to convey your brand message visually.  You want a distinctive look that represents the essence of your business. I recommend that you take some time and test different colors with different logo designs.  You should also test different logos and colors with different messages.  Get some feedback before making your final selections.  But don't ignore your inner voice. For more information on selecting colors, read What Color Are You? on this blog. 

Representing your message consistently.  Once you've decided on your brand message and your distinctive branding elements, it's time to cohesively apply your branding.  This means that everything that reflects or represents your business, will have the same message, image, logo, tenor and personality.  Your website, collateral materials, social media sites else will have a consistent thread.
From here, it's all about consistently delivering on your brand message.

Help grow this blog.  Subscribe to Daily Mentions, comment and tell a friend.