Your brand means so much more than that cool little swoosh logo the graphic designer developed for you. Remember the dot com boom? Every new company seemed to have some variation of a little ellipse logo and a bold font; it became very difficult to tell them apart.
This was a result of rushing the market. There was so much insanity surrounding any company that could put a ".com" at the end of their name, that companies rushed to take advantage of the investment market. The logos were simply byproducts of incomplete branding. Your brand is more than the symbol you put on paper. Your brand is a larger, more compelling idea that is communicated in many ways.
If your company were a person, its brand would be its personality. Your company's personality, just like that of an individual, can be a complex set of beliefs and tendencies. It's the things we do, the things we want, and the things we stand for, that all make up our personality. It is no different for your brand.
Successful branding leverages those things about your company's "personality" that are unique, motivating, and memorable. The brand should communicate the differences in your company and how they translate into benefits for your customers.
A well-managed brand is a very powerful asset that helps to focus your company's internal thinking, aligns communication efforts, and builds customer loyalty.
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