Why Your Brand Matters
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” –Seth Godin
Whether you’re developing your brand or developed one already, a brand is a critical part of your business identity, and frankly, your own personal identity.
Many of us engage with brands through their visual aesthetic; through logos, colors, typefaces, and design elements. This makes sense because these are the tangible aspects that we can see about a brand. But a brand is more than attractive color palettes and clever logos. A brand goes deeper than the visual aesthetics.
A brand represents who you are, what you stand for, and what you mean to your customers, partners, and colleagues. Your brand is what is on the inside, or what’s “underneath the hood” of your business.
Your brand communicates the values and character of your people, products, or services and builds a reputation in your audience’s minds. This process can take years. As Warren Buffett said,
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.Warren Buffett
Your Brand Builds Emotional Connections
Think about the way you interact with brands on a consumer level. Are there brands that you stand behind, support, or buy? Let’s say you decide to purchase a product to help you solve a specific need or problem. You have many options to choose from; so which one do you choose?
Sometimes we’re simply looking for the best value at the lowest price. In many instances, however, we are willing to pay a premium for brands that truly resonate with us, brands we perceive to be trustworthy, or brands we believe offer higher quality. In other words, we’re buying brands that create an emotional value. Now ask yourself: what kind of a unique emotional value does your brand offer your ideal clients?
Your Brand Draws People In
A brand is something memorable. It draws people in and resonates with them. Your actions and behaviors also represent your brand. How you show up in the world, whether at a trade show, or face-to-face meetings, even the tone of your verbal communications, all produce small brand impressions in people’s minds.
It’s important to be mindful of your actions and behaviors since they become part of your brand essence. Your brand essence determines the kind of people and opportunities you attract; whether people engage with you and ultimately buy from you.
What you put out into the world is what you will attract.
Your brand should be authentic, consistent, and trustworthy. Customers will know when a brand promises the moon and the stars, yet fails to deliver on that promise. Remember that your clients will eventually become your brand ambassadors and promote your business through referrals or testimonials, so build a brand that instills trust and is worth talking about. Is your brand genuine and consistent? What is memorable about your brand?
Your Brand Isn’t Static, But It’s Core Values Are
Just as each of us grows through our personal experiences; your brand also evolves over time. Your business today may look completely different a year from now, five years from now, ten years from now. You may need to address changing market demands, invest in new product development, and experiment with new marketing channels to reach your ideal clients.
However, at the core, your brand character and values should stay the same. You may undergo a refresh of your brand’s visual aesthetics, or build new emotional connections and brand experiences, but if you sell magic (Disney), you will continue to sell magic; if you sell happiness in a bottle (Coca Cola), you will continue to sell happiness in the bottle. What is “under the hood” of your brand should remain its essence as you grow your business and elevate your brand.
- Your brand is more than the visual aesthetic; its essence is derived from your truth and your actions.
- Your brand is your reputation.
- Your brand shapes your future by attracting people and opportunities.
- Your brand evolves over time, but your brand essence and values should remain consistent.
How is your brand showing up in the world? Do you need to refresh your brand image, align your brand message, and level up your brand strategy? Let’s talk. Fill out the form below and we’ll be in touch very soon.
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