Branding is not just your logo

B is for Branding - Part of the A-Z of marketing strategy series.

There’s an old marketing adage that says “branding is what people say about your business when you’re not in the room. Rather than just the design of your website, your logo or your brochures, branding is the emotional attachment that people have with your business and what your business stands for.

When companies say they’re “rebranding” they’re normally just changing or tweaking the design, colours and layout of their website or graphics. They’re not changing what the company stands for or their audience perception of this.

So what does your company stand for, what’s it’s purpose?

There are 3 key steps to consider when managing your brand:

1.     Brand definition

2.     Brand design

3.     Brand delivery

Many businesses make a mistake by jumping straight into step 2 and skip the definition stage. This means they’re moving straight into design without having a grasp on their objectives, their audience and their messaging. This has a knock on effect by making it difficult to meet the deliverables in stage 3.

The end result is too many marketing departments churning out neutral messages trying to engage with everyone and failing to engage with any.

As many buying decisions are made at an emotional level you not only need to make people aware of your solutions, you also need to create consistent communications, across all key channels, to evoke the right emotions through your brand messaging and design to persuade people to buy and continue to buy.

This is why it’s so important to spend time at the brand definition stage, to take time to understand what your customers really want and then concentrate on explaining how your products and services can help.

The brand definition stage should also help formulate your messaging around what makes you different, why you’re better than the competition and why people should buy from you instead of them? Defining what your brand stands for will help refine your values and messaging to help you stand out from the crowd.

Many businesses help keep their messaging on track and on brand by defining a short vision statement or statement of purpose. For example:

“To create a better everyday life for the many people.” IKEA

“To organize the world’s information and make it universally accessible and useful.” Google

“To be the most creative organisation in the world.” BBC

Sure, these are larger organisations but their issues are the same issues you face.

You don’t have to think like a small business.

If you’d like more information on how we can help improve your marketing planning, Get in touch for a coffee and a chat.