Branding 101: Back to basics, what is and what isn’t?!
This month is going to be all about Branding. There are so many misconceptions around it that I thought it would be a good idea if we went back to basics, we will first talk about what a Brand is it? And what ISN’T, how to ‘get’ your branding in line…the answer is simpler than we think…?
I have noticed in the last few months talking with clients and potential clients that they ask me for logos, or a website, or photography, but only a few of them actually use the word branding. And that’s not a big deal, unless you studied arts, graphic design, marketing and the like there’s no real reason why you would have heard the word used the way we use it now. Nevertheless, our exposure to it, is broader and more common than we realize.
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. Seth Godin.
This definition of Brand by Seth Godin’s has been used and reused. And that is because it summarizes beautifully what a brand is, at least a modern brand, a brand of the 21st century, a brand a lot of us entrepreneurs end up creating.
See, whether we realize it or not, unless you are a big multinational, a corporation or a company with a few founders. And even IF you choose not to be the face of your business YOU are still part of that brand. Because a brand to me is YOUR values, beliefs, personality, ideas etc. Even if you write in third person, or use a pet as a persona, you are still infusing a certain degree of you in the ‘face’ you want to portrait to the world. THAT’S YOUR BRAND.
Long gone are the day of a brand being just a logo, a business card, and no further expectations. Nowadays, what you post on social media, if you arrive late to a meeting, what your customer services is like, ALL those experiences, memories, expectations etc form that ‘story’ your potential customers/clients create in their heads about YOU.
So where does a brand start? It starts with you… and that’s what we will be covering in this month’s topic.
So as always if you have any questions, or topics you would like me to cover hit reply and let me know…
In the meantime have a great weekend!