what is a brand?
If your business is a house, the brand is what makes your house a home.
The purpose, vision and value of your business are the foundation on which your business and brand are built. During the framing phase of construction, you install your management, operations and finance functions as the framework of the business. Your sales and customer service teams are the HVAC, electrical and plumbing—in constant motion, delivering value to your customers. Essential and evident, your products and services, positioning and value proposition are the walls and siding that you present to customers. The finishes, such as paint, flooring, light fixtures and cabinetry, are your brand logo, fonts and colors. Finally, the decor of your house is your voice. The furniture you choose and the photos on the wall tell the story of your brand and invite customers in to make your business their home.
Your brand dictates your business’s cohesive look and feel, and ultimately represents how you are perceived by your customers. So let’s recap the elements of a brand with a little less analogizing:
- Purpose, vision, value
- Logo, colors, fonts, graphics, photos
- Story, language, voice
- You, team members
- Products, services, positioning
No wonder building a brand is such an intimidating undertaking. Your business is a complex network of operations, so your brand has to tell a straightforward story that compels and engages your audience.
Why do you need a brand?
Having a clear, consistent brand across your business is an important way to establish your presence in the marketplace, motivate leads to become customers and build trust and loyalty with your customers.
Whether you are just starting your business, looking to level up or considering a rebrand, there are many reasons why building a brand could be a benefit to your business. Let’s take a look at some situations you might relate to:
Just Getting Started
- I have an idea for a business
- I am starting a business, but my idea for a brand is vague
- I have a business and a name, but that’s about it
Level Up with an Existing Brand
- My brand is unclear and inconsistent
- My business could benefit from a stronger online presence
- My audience is not engaged with my brand
- I want to create a sense of brand loyalty among my customers
Considering a Rebrand
- My brand feels stale and outdated
- My brand doesn’t translate well between digital and print
- I want my brand to grow and change with my audience
- I am looking to develop a micro-brand of my business
If any of these examples resonate with you, then it might be time to build (or renovate) a brand for your business. If you’re ready to buckle up your toolbelt, then getting all of your brand ideas down in one place is a great next step.
Check out the next part of this series to discover How to Organize Your Brand Ideas and How to Create a Brand Blueprint.