It is hard for most people to even define what the word brand means, much less describe what their own company's brand represents. The most common response from business people when asked, What is a Brand?", usually refers to the company's logo in some sense. Although a strong, memorable logo is critical to a brand's success, it is NOT the brand itself! Your brand is not part of your business, it IS your business!
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So then, you ask, "What is a brand?". Well, let us say again that your brand is everything. It is your culture, your mission, your vision, your beliefs, your ethics, your standards, your policies, and your dreams--all rolled up into the products and services that you provide your customers. Your Brand is Your Promise to your customers. It is how your customers feel about doing business with you. Not how they think, but how they feel. If those feelings are strong and positive, your brand is a powerful one! |
Want an example? Daryl Travis talks about Morton's Salt in his book Emotional Branding. In it he explains that salt is probably the definition of the ultimate commodity. It is sodium chloride. Table salt. There is no way to improve upon the product. You cannot make a "premium" salt. You would think, therefore, that dozens of suppliers would be battling for their fair share of the market -- as is the case with most commodity items. You would think that, but you would be wrong. Morton owns 80% of the salt market and has done so for decades. 80%!! How do they do it?! By building a brand that the consumer can trust. When you buy Morton's, you trust that the brand will deliver a product that is clean, accurate, and dependable and you willingly pay a premium price for that trust. Price becomes nearly irrelevant.
As Rob Frankel imparts regularly, "Branding is not about getting your prospect to choose you over your competition; it's about getting your prospect to see you as the only solution." (sm) Morton's has certainly established itself as the only solution to the customer's desire for salt.
If you don't believe that your brand means everything to your business, we suggest a quick read of two books from two of the foremost branding experts on the planet:
At BrandRageous!, we can help your brand become the only solution to your customer's needs. No Bull! Click here to find out how.
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