I’ve been reading all sorts of articles over the last year searching for unique perspectives on branding. There is A LOT of information being shared on the topic, but after a while it all starts to sound the same. What I have found is that most of it really just boils down to a few basic principles that can apply to just about every business and industry. If you read nothing else about branding this year, know that simply living these principles will give you an incredibly head start.
1. Be honest about who you are. The very best branding is simply an extension of who you really are (and hopefully that is a good thing)! People want to know who you are. What does your company do better than anyone else and what is the most critical goal for your existence? What kind of people make up your company and will they excel at the promises they make? If who you actually are isn’t who you want to be, that is a definite sign to change.
2. Focus on more than the visual. Logos, websites, advertisements, promotional gear, etc. are essential for branding, but they aren’t the backbone of a business. Anyone can create an attractive façade, but not anyone can offer high quality products and services that make clientele return again and again. While the visual may initially help draw people in, it won’t encourage them to stick around if they aren’t impressed with their service and interactions with you.
3. Branding means time and commitment. Branding is a long-term endeavor. With the ability for companies to “go viral” through so many different networks, branding is increasingly competitive. Brands that really want to stand out dedicate time and resources to outside-the-box marketing campaigns. Considerable time and effort goes into making sure everyone within a particular company understands the brand and exactly how they should represent the company based on the brand beliefs and values.
Pepsi and Coke are two of the many brands that create unique experiences like these:
4. Feedback is the key. Everyone experiences tunnel vision sometimes when feeling particularly passionate about some ideas and projects. Receiving feedback is a great way to get a realistic perspective on things and to discover ideas for change directly from valued customers and employees who care to have a say in the activities and direction of a brand. Receiving third-party feedback and acting on that feedback is essential if a brand is to thrive in the long-haul.
5. Community and social involvement is huge. Social involvement means different things for each and every business, but every brand must decide how best to connect with people. It may mean figuring out how you can make a positive impact somewhere either locally or in the world. It could mean sharing meaningful stories or providing informative resources along with having interactive social media pages or an active presence at community events. Brands have to share some about themselves, but it’s even more important to really listen to those you interact with to find out what they really need and appreciate.