B is for Brand

What is a Brand anyway?

These days, a lot of us throw ‘brand’ around like it’s some kind of magic word. Half the time, I swear people aren’t speaking the same language. Some people use the word ‘brand’ as a synonym for ‘logo.’ Some people use it synonymous with public relations. Others think it’s something to do with their online presence and website.

The truth is, your Brand is your promise and needs to be reflected in all of these things. It’s the experience you offer that is unique. It’s what a customer comes away with when they purchase your product or service. Take Nike. Just do it. What are they getting at here? They want you to get active, get fit, feel good and wear their merchandise while you’re doing it. A lot went into boiling that all down to a cool logo that everyone now refers to as “the swish,” which evokes action, and a potent tag line that inspires action. I’m sure the branding team who developed this sturdy, sustainable brand went through a lot of options before they landed on the winner.

When you think about your Brand, think about what makes you different. Think about how you can succinctly communicate that to your target audience. Think about how you want to be perceived and how you can inspire people to do business with you. But do think about it. And make sure that all your marketing communications point back to, and support, your brand promise.

And — keep it simple (that’s the hard part). Just do it.