So, what is a brand? It’s a big question, but there is a very simple answer: Your brand is what makes your business different. It can be the difference between success and failure, between winning and losing. If you know how to use it.
Your brand is the reason people buy from you. It’s what makes you interesting. It’s the story behind your business. It’s the story behind the products or services you sell. That’s why we often describe brand as the personality of a business.
That personality should tell people four things about our business: Who you are, what you do, how you do it and where you’re going.
Who you are is the visual side of your brand: your logo, your colours… all the bits that people see. And it’s your name – and any strapline – too. For these reasons, it’s often the first aspect of your brand that people come into contact with. And we all know how important first impressions can be.
What you do is all about the benefits that you bring to your customers. It’s not about listing all the services or products you offer. It’s about giving people a reason to buy from you. And that means explaining the benefits that you bring.
How you do it is focusing on the way you deliver those benefits. This is the opportunity to communicate the values and culture of your business, an opportunity to differentiate yourself from your competitors.
Where you’re going is all about vision and aspiration. What is it you’re trying to do? If someone buys from you, how will you make their life or their business better? If you can communicate this load and clear, you can nurture loyal customers who will keep coming back… and tell their friends.
So you see, your brand is a great tool for communicating. For telling stories. Your story. So who do you want to talk to?
The Artist: A lesson in communication
Answer the question
Loud and clear: Brand communication(c) Alder and Alder 2012