Is it just me or does branding seem to be everywhere?

Why do you think that is?

Could it be because when a brand is respected, admired, talked about, followed, or emulated, it naturally leads to great success for the individual or company? 

Let’s face it, whether we want to admit it or not, that’s what every business owner wants. For their company to be successful, however you define success.

So let’s first get clear on what branding is…

“Branding is NOT what you say it is. It’s what THEY say it is”.

MARTY NEUMEIER, AUTHOR OF BRAND GAP

Branding—refers to a set of qualities, ideas, and attributes that we promise and deliver in all our user experiences—whether physical or any other interaction that a person may have with a company. ​

Every time a customer engages with you they’re getting a vibe or feeling from you. Through this vibe, your brand is being defined for them. From your social media engagement to your website experience, to how you greet them when you see them on the street, you’re creating a connection of who you are and what your brand represents. Whatever emotions they assign to these experiences is how they will define your brand to everyone they meet. This is how a brand evolves.

So let’s look at a few other concepts that often get confused with branding from the book Zag by Marty Neumeier. I like to call it — “How did you learn he was a great lover?”

• Public Relations is when SOMEONE ELSE spreads your message for you…..“Trust me he’s a great lover.”
• Advertising is YOU reinforcing your message in a consistent and targeted way…“I’m a great lover. I’m a a great lover. I’m a great lover.”
• Marketing is when YOU spread your message to others.“I’m a great lover.”
• Branding is when OTHERS tell you who you are. “I understand you’re a great lover.

That’s why the experience you create for your customers is so important. Everything you do in your customers’ journey matters. And not just from you, but from your team as you grow.

A great example of this is from an incident that occurred in 2018 when two black men were arrested at a Philadelphia Starbucks for simply sitting in the coffee shop without buying anything. The fallout from the arrests was like a tsunami and public trust in the brand was eroded for a long time, especially in the African American community.

ONE employee threw an ENTIRE company into chaos. ONE misstep in the customer’s journey can ruin a brand, especially these days with the viral nature of social media.

“Starbucks will continue to take actions that stem from this incident to repair and reaffirm our VALUES and VISION for the kind of company we want to be.”

KEVIN JOHNSON, STARBUCKS CEO

So you see the values and vision of the company must align with the actions of the people who work within the company or trust can be compromised. And TRUST, once lost, like in any relationship, is very hard to regain.

So here are a few questions I want you to consider about your branding. Download the worksheet or grab your journal and write out your answers. It will be great to look back at it down the road as your brand evolves.

• What values do I want my customers to associate with my brand?
• What promise does my brand make to my customers?
• Does each touchpoint communicate my values or brand promise? (List out anywhere you engage with customers-website, workshops, social…)​
• Do I have a clear process for training the people I’ve hired or contracted with about my brand vision, values, and promise?

Below are some iconic brands and the one word I would use to describe them. Pssst, I didn’t cheat. Google them to see if my value word aligns with what their brand values are. 

Now It’s Your Turn: Interview about 4-5 customers and ask them to tell you in one word what your brand represents to them. Do this on social media if you’re brave. The words they use to describe your brand should align with how you want your brand to be perceived (brand values). Misalignment means you have some work to do. But if their description of your brand is spot on go a step further and ask them WHY? I bet you’ll get some surprising answers.

Before you go…

We all sometimes feel like we’re imposters and we don’t know what the heck we’re doing. But here’s the truth, if you know where you want to go (vision), it’s so much easier to chart a course (strategy). Start with getting CLEAR about the brand you want to create and it will make the journey so much better AND easier. 

P.S. We love helping our clients with brand strategy so if you’re not sure what your brand vision or values are, we’d love to help. Book an appointment and let us help you gain some clarity.