Your brand is the essence or story that defines who you are to your core customers. It is not strictly about your product or service, or the past. It is the sum of the good, the bad and the ugly. It defines who you are to your audience. It is the mantra that captures the irrefutable essence of the spirit of your brand. Some of its core attributes are; your logo, product design, function, corporate colors, what it means, typography, etc.
It must appeal to your audience’s emotional and practical aspects of their needs. It must focus on the one thing you are great at and promise to deliver that to your customers. This is the foundation of your brand development strategy. This is what you build upon to create a definition of who you are and what you stand for. A relationship with your customers is created on this image, transcending any product or service.
Your brand has to appeal to your audience!
“You are known by the company you keep” holds true for businesses as well. Your associations and partnerships define you. Your integration into your community and your contributions to it define you. Some of the most success businesses in creating their brand are McDonald’s, Pepsi, Coke, Facebook, Volkswagen etc. These brands are so strong that they are identifiable simply by their colors or the typography used.
People who buy your product or service have a story to tell. Their experience will be relayed in their conversations, recommendations and their perceptions of your business. These are the most powerful branding tools.