First of all, what the heck is a brand? And what does branding actually mean? Does it just mean creating a logo and a business card? Where is the value?
There are many definitions thrown around, but the one that sits best with us is from Marty Nuemeier, the Director of CEO Branding at Liquid Agency and an author of many branding books,
“A brand is a person’s gut feeling about a product, service, or organization.”
Meaning that your brand is essentially what others think and say of you, not really what you think or say about it.
So, branding is the act of influencing that perception and gut feeling through creative touchpoints and customer experiences. But, it is not only what we and other design agencies can provide to business owners, it also encompasses every customer interaction with the business or product.
I like to point to Chick-fil-A as an example of good branding. They are always consistent at every location with their product and service, as well as their look and feel. You can always expect to hear “my pleasure” when walking into one of their locations or see their cow campaigns on a billboard when traveling on the highway.
Once Upon a Time
Why did you start your company? Did you feel the pain of many others and needed to find a solution? Were you always wondering why something couldn’t be done better?
Through branding, you are able to start telling that story. What your company’s mission and values are and what made you begin in the first place. By creating an engaging narrative, your customers will start to bond with the brand.
It’s like when you meet people for the first time and you tell a relatable story, like spilling ketchup all over your white shirt while meeting your in-laws for the first time, and then everyone starts empathizing and creating a relationship over something they have in common.
Trust Me, I’m Not a Phony
When marketing your company, it can be hard to convince people to go to you over others. People are skeptical of the unknown. That’s where branding steps in and makes your company appear reliable and professional.
When people see a company with strong visuals and messaging that match their goals and mission, those people gain trust. Having visuals and a tone that sets a clear direction on what your company stands for creates positive expectations that build trust & loyalty.
Be Seen, Be Heard, Be YOU
Distinctive and well-thought-out branding also helps companies stand out from the crowd. With so many companies out there seemingly doing the same thing, it can be hard to differentiate yourself from your competitors.
Diving deep into why people should believe in you over others will help bring a brand to life and help build that story I was talking about earlier. Tie it all together with consistent identity visuals and voice, and you will start to shine brighter than all the stars in the sky. People will start to think of your company for your
specific industry.