As a branding collaborative, we get more than our share of calls to “design our logo…you know…our brand”. That’s usually when the conversation turns to business topics that are far more important to think about before a logo is created – the foundation of the positioning and messaging – your brand.
Branding is much more about business design and the creation of a foundation from which marketing can do its work. Branding is about creating the unique positioning of your company. Marketing is about getting the word out.
When approached with the intent to determine a unique brand, we set the stage for being meaningful, unique, relevant and most importantly, memorable. It’s about having a unique story or purpose that unifies those that matter most – you, your staff, and your clients.
Your Brand Promise
Branding is not simply the expected features and benefits of your product or service. Branding is uncovering (and sometimes creating) your distinctive difference. Your individual “thumbprint” in the market place. It’s what sets you apart from all other competitors. It is what motivates you, your people and untimately, excites your clients to choose you over another similar product or service.
Delivering On Your Brand Promise
Once you have a clear understanding of your unique positioning in today’s competitive market, you must then be organized and ready to deliver on your promise. Every action, every initiative, every plan must be intimately and obviously linked to the delivery of your unique brand promise.
Your Brand Means Everything
More than just a logo, your brand image is the sum of all your tangible and intangible traits — the ideas, beliefs, values, prejudices, interests, features and history that make you unique. Brand image may be the best, single marketable investment a company can make.
Does your brand image communicate your promise and competitive difference clearly to your customers? Are you clear about how to best communicate your unique position in comparison to your competitors? Who do you think has a strong brand platform…and why?