Whichever way you look at it, the topic of brand, drives heated debate on LinkedIn and derails meetings throughout the corporate world. There are a myriad of opinions and ideas about its meaning and the ways to use it, but why isn’t there a clearer definition? Because it means different things to different people at different times. Nailing down a singular, universal definition remains a quandary.
“Your brand isn’t what you say it is. It’s what they say it is.” “It’s a gut feeling.” – Marty Neumeier.
Known as the godfather of brand, Marty Neumeier, Director of CEO Branding at Liquid Agency, sums up what the most powerful brands in the world already know. Your brand is your audience’s perception of YOU. Furthermore, understanding this perception helps to craft the unique brand message to broadcast across all the touchpoints you share with your audience
Taking it Personally
One of the ways to look at it is from a personal relationship standpoint. Individually, we all have a brand, an identity that defines us. This too is understood as others’ perceptions of us. Initially, it’s the gut feeling that someone gets from a first impression. Each time we make a consistent impression it forms a clearer picture of who we are to them. That’s our personal brand.
The things we say about ourselves is what we advertise. How we look (aesthetics) is the equivalent of design. What we do for ourselves and others, is the business equivalent of our product or service. These are the common touchpoints of human interaction as well as the touchpoints businesses share with their consumers.
Over time and impressions, our brand develops. Hopefully those impressions show others an appealing uniqueness that adds value and strengthens our relationships with them. Good relationships are lifelong. The strength of those relationships is bound by trust.
Almost inevitably, there may be times when that trust is tested. Mis-aligned expectations and false claims can fracture authenticity and irreparably stress the relationship. This may cause you to wonder, “what went wrong?”
DON’T RE-INVENT. RE-DISCOVER YOUR DIFFERENTIATION
- Who are YOU?
- What do YOU do?
- Why does it matter?
The first two questions are relatively easy to answer, i.e.: “We are (insert brand name here.) We make/do (insert product or service here.) It matters because (insert reason to believe here). That’s the differentiating factor. In a world where your customers see parity among products and claims, the “why it matters” is the purpose you can own.
Understanding and establishing your purpose (why) helps you define a clear and compelling promise that fuels your messaging.
DON’T TRY TO BE LIKE THEM (THE COMPETITION)
You can’t own what they own or be who they are. Therefore, just be you. That uniqueness, that belongs to you, is what adds value to your story.
“Companies that solely focus on competition will die. Those that focus on value creation will thrive.” – Edward de Bono, author, psychologist, creativity guru.
WE CAN BE THE GUIDE ON YOUR INWARD JOURNEY
Taking that deep dive inward can be enlightening. At Bachman Brand Development, we understand. YOU are the only YOU there is. Let us help strengthen and add value to your visual brand language. Our roots are firmly planted at the intersection of design and business. Our nimble and flexible team is a union of creative and strategy. We’re great listeners who love to solve problems. Let’s discuss how we can help.
Resource material for further reading
Defining What a Brand Is: Why is it so Hard?
What is Branding? A deep dive with Marty Neumeier
Brand, A Self-discovery of Business to Create Distinctive Identity