ISN’T BRANDING JUST A LOGO AND A NAME?
Unfortunately this is what many business owners who we initially speak to about Branding seem to think.
It is not true.
Seth Godin explains what a brand is well: “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 (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
We believe there are 2 critically important elements which must be considered when building a strong brand. These are:
1. WHAT STORIES ARE YOU TELLING? Through all of your marketing what key messages are you projecting? It is important to note whether the underlying messages you are projecting are consistent. Having consistency will show potential prospects you are trustworthy and have the credibility to be able to help them.
2. WHAT KEY VALUES ARE YOU PROJECTING in your business? What is your overall mission? It is actually surprising how many businesses do not have a properly defined mission or have a set of values which look nice yet aren’t practiced.
These 2 elements will not only influence the type of content you put out (and likely the amount of engagement you will receive), they are also critical in establishing long term success as a brand (including the relationships you are likely to form with prospects and customers).
Knowing your mission and values, as well as listening to and responding to your market, will result in the content you put out being more congruent and increase the likelihood of people engaging on a more consistent basis (and also remembering you).
There is no taking a stab in the dark each time you post -instead there is congruence which becomes evident even across multiple platforms.
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