A Strong Building Needs
a Solid Foundation.

A brand is built in two ways: by what you tell people and by what they experience (themselves or through others).

But what IS a brand? There are a lot of different views on this.

The Dictionary of Brand defines a brand as “a person’s perception of a product, service, experience, or organization.”

Seth Godin:
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.

If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. 

Marty Neumeier:
“A brand is not a logo. A brand is not an identity. A brand is not a product.” Neumeier goes on to say that “a brand is a person’s gut feeling about a product, service, or organization.”

A brand’s value is merely the sum total of how much extra people will pay, or how often they choose one brand over the alternatives.

If you do not have a defined brand and it isn't clear why someone would pay more for your product or service, they choose you based solely on price... which makes you a commodity. 

Branding is the action of applying the visual and verbal personality of your business to something. 

To go a bit further, branding is the intentional and strategic shaping of what people think and experience with your company, its products, and services. Not only for the purpose of stimulating demand but to take ownership of a spot in your audience's mental filing system. When they need X, you are top of mind.

Uh, nope. 

Marketing seduces. Branding differentiates.

Marketing is taking a product or a service or an organization and getting it to the consumer level (and getting people to buy it).

Branding is NOT marketing.

Branding rides along with marketing and advertising but it has a separate intention.

Branding is the intentional and strategic shaping of what people think and experience with your company, its products, and services. Not only for the purpose of stimulating demand but to take ownership of a spot in your audience's mental filing system. When they need X, you are top of mind.

On the surface, branding could be seen as a cost center (costing you money but not directly contributing to profitability). But that is a very short-sighted point of view. 

Defining and developing your brand and then applying it to everything (internally and externally) does take time and money, yes. But what you get in return for that effort is well worth it. 

• You look and sound credible
• Your value is clear
• Customers understand why they would pay more to work with you vs the alternative
• Your sales team has a platform to work from
• Your employees feel connected to a company that stands for something meaningful to them
• You get customers that bring in other customers and become advocates for your business.
• You are memorable 
• You are seen as meaningfully different
• Recruiting top talent is easier

Branding is an essential foundation for a successful company. So yes, it’s a cost center. Just like having a good employee who loves their job is. Just like having financial experts and business innovators onboard are.

What costs more, investing in developing your brand or getting bypassed and blending into the market because you are seen as a commodity?

The first step is having a business reason to do so. 

• everything is outdated and bland
• competitors are disrupting your business
• you are competing on price more often than not
• it isn't clear what you do for whom from the outside
• your company is not consistent 
• you don't look credible on the surface

Do some navel-gazing:

• Evaluate your mission, vision, core values and business goals. If you don't have these defined, you need to, they are the base elements of your brand.
• Who are you and why should anyone give-a-damn?
• What value do you create in the world? 
• Who are your customers?
• Why do they choose to work with you? 
• What markets are you in?
• Who are your competitors?

Find a branding firm to work with. 

• Rebranding is difficult to do internally. An outside perspective is the best route to take.
• This is intimate work, so find a team you vibe with
• Understand that rebranding is not a logo redesign
• This is hard work but well worth the effort

Decide if a full rebrand is what you need or just a refresh. 

We are happy to jump on a call to help you figure out what is best for your company