Mention the word brand or branding and you’ll probably see some eyes rolling. After all, everyone knows what a brand is right? It’s the type of shoe you buy and the peanut butter you eat. It’s the logos and colors that, without a word, represent a company. It’s the “Just Do It” and “Do No Evil” slogans that describe exactly how an organization operates. Right?
Well yes, and no.
A brand is a living thing. It has a heartbeat. It does not exist in a vacuum. It is the core of an organization. The logos, slogans, mission statements and management strategies are tangible iterations of the brand, manifestations of the core values of the company. So, what is a brand?
A brand is a promise
wrapped in an experience.
It is a promise made to your employees, your customers, your investors, your vendors and suppliers. A promise implies that a trust between two entities has been established. Expectations and a sense of security or reliability grow from that trust. Break a promise and you destroy a relationship.
Thus the experience anyone has with your organization must reflect your promise. Every experience, every time. This is at the heart of marketing your organization, company, even yourself. So stop rolling your eyes and read on.
Why Brand Matters
Your brand is an intangible asset that occupies some of the most expensive real estate in the world – a very small niche in your customer’s brain. As human beings we respond to brands because we need to distinguish one thing from another in order to process information. One study after another tells us what we already know – we are bombarded by information in an endless, noisy stream every day. A strong brand promise allows the brain to selectively recognize and absorb a message.
The most consistently delivered brands are the ones people respond to.
The most consistently delivered brands communicate clearly.
The most consistently delivered brands are the ones people understand, know and trust.
How Do People Absorb a Brand?
Values
A brand is a promise and an expression of the core values of your company that creates expectations. When those values are in concert with the audience’s, a connection is made and attention is paid.
Emotional Connections
Your brand creates relationships based on shared beliefs. When emotions are triggered (joy, anger, indignation, exhilaration) by your brand promise the resulting action (purchase, donation, activism) is strong and determined.
Loyalty
This is often seen in the nonprofit world. People who become involved with a nonprofit brand see the world in a certain way and look for organizations that agree with that position. They want to join others who value and want the same things they do. For them, the brand promise must be absolutely clear and true.
Reputation
Branding occurs outside of your company – in the marketplace – so be careful what you promise. Remember, your brand is not a role. It is the core values of your organization delivered in every experience. Audiences who know you by reputation may never actually interact with your company, but they have an opinion nonetheless. You are not in control of how you are perceived which means your brand must never waver – this will only create competing messages in the marketplace.
Inspired Advocates
You can’t develop brand loyalty through creative advertising, or by developing a brilliant logo or theme song. It comes from being true to your promise. It’s that simple. Brands that don’t deliver on their promise create catastrophic, negative word of mouth. Brands that consistently exceed their promise create Inspired Advocates who will sing your praises near and far.
By Catherine D. Shafer
catherines@ebizinsider.com
