Brand. What is it and why does it matter?
Your brand is not just a logo, although that is one component. The term evolved from the identifying mark burned on livestock, but has come to mean everything people think about when they think about you (if you’re self-employed) or your organization (if you’re a nonprofit or a business). It’s a promise you’re making about what your customer can expect.
Brands matter because they have value. Organizations with strong brands have great reputations, don’t usually haggle over price, and have an easier time recruiting employees. A brand includes every point of contact your customers have with your business. Here are some things to consider:
- First impressions: Is your phone answered by a trained professional? Is the entryway of your business well-maintained? Is your website free of typos and formatting issues?
- Positioning: Do your communications reflect your core values and what you want to be known for?
- Marketing materials: Do your flyers, website, social media posts, and direct mail all have a consistent look and feel? Are the voice and messaging consistent across all channels?
You can continue to add value to your brand by developing a strategy to serve as a roadmap. I’m experienced at building a brand strategy, so contact me and we can discuss what your next steps should be.
In my next post, we’ll look at why stories are an important component of building your brand.