Logos, websites, products and services all play large roles in the making of a brand. But a brand is so much more than that. A brand is a promise to the customer. What can they expect from you, your products or your services? What makes your company different from competitors? How do customers perceive your company?
A successful brand should present itself as superior to competition, increase the value of the product or service the company offers, and ultimately create a human connection with the audience.
There’s a reason consumers pay more for Coca-Cola over the generic store brand soda – and taste has less to do with it than you think. Coke’s “feel good” attitude promoted throughout their marketing campaigns is recognizable to consumers and adds value to the company, allowing them to sell their product for more and still have a sizeable consumer base. It’s all about the brand.
Everything about a business describes the brand: the face, voice, and overall presence.
The face draws interest and lends credibility. How does the website and logo look? This includes everything from color schemes to visuals.
The voice of the business is the language used and the key messages you communicate to your audience. Do you know what your key messages are or should be? This is a question that needs answering before you can build a lasting brand.
Having a strong presence means your brand should be accessible across multiple channels. How many different ways can the consumer experience your brand?
Last but not least, remember that maintaining a brand is just as important as creating it. This means constantly considering where your brand currently stands, what the future holds for your brand and what changes can be made to widen its reach.