Brand has become an empty and often confusing buzz word in the marketing community. It’s used to describe everything from a company’s logo to their social media presence. Though your brand does include these things, it’s far more than that. It is the story of your company.
You may be asking the wrong questions about your product or service. Instead of asking:
- What is my product or service?
- How do I sell it?
- Where do I sell it?
- Who wants to buy it?
You should be answering “Why?”:
- Why are you selling your product?
- Why should your customer buy it?
- Why does it matter to your customer?
Think of it like this, when you buy an Apple computer you are buying more than a machine that gives you access to the internet or allows you to create a great work of art. You are buying the brand identity that Apple has created around their products. You’re edgy, hip, and thinking differently. You are outside of the norm of the usual computer user. It sets you apart from Microsoft users.
It may sound a little strange at first, but your brand is the persona of your company. Treat your company’s brand as a living being and you will be able to better define your message and your company. As your company grows, your brand will evolve. Unique branding gives you the edge so you will be more memorable to your customers and they won’t confuse you with the other guy. But, equally important—don’t allow your brand to become stale and dated.
When developing or thinking about your brand ask yourself:
- Why did you start your company?
- What do you want your first impression to look like?
- What’s your company’s story that sets you apart?
- Who are your customers?
- Who do you want as customers?
- What do you want customers to know about your company?
While it may take a lot of words to convey this message, appropriate branding can do this in a split second. A splint second—because that’s all you have to make a first impression.
Let Spry Squared sort this out for you. We’ve been doing this for over 30 years. Helping our clients stand out from the crowd—it’s what we do best! We can help you create, define, or rejuvenate your brand. So, let us do what we do best—and you can get back to doing what you do best—running your business. Contact us today and let’s get started on getting you noticed!