Branding - Taking a Deeper Dive

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Updated 4 years ago

Creating a Strong Brand

A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts"

Some Boring Google Site (2020) :)

This is the boring definition of a 'brand'.

A brand has beliefs, it has values and it has a personality.It's a core message that is repeated and connotated through every action you take. Your brand is YOU.

As a business we need to determine the specific message we want to repeat. Having a strong singular message helps implement consistency in everything we do.

Having a message that never changes makes it easy for the consumer to build a relationship with you and identify you from the crowd.

People don't buy what you do. They buy 'why' you do it.

A very moving documentary I recently watched showed the world's relationship to Apple.

When Steve Jobs sadly passed away, the whole world greived his passing. The majority of people to greive his passing, may never have met him, never even listened to his keynotes. But they had a relationship with Apple. His brand. Apple has found it's way into a large proportion of the world's lives. Apple didn't talk about who they are or what they do.

They emphasised 'why' they did it. They weren't just a computer company, they became a movement of millions of people fighting toward a cause.

Think Different.

Strong relationships with the consumer and brand is not built on the definitive product. It is formed through the exchange of similiar beliefs and values.

To make this really simple to understand, I will speak about real human interactions.

Typically you spend the majority of your leisure time with friends. We are attracted toward sharing time with friends because we may have things in common and crack the same jokes. Basically we just 'get' each other.

Everyone has their own beliefs and values. A friendship is formed through mutual relation.

E.g.

My best friend is called David. We met at school as we both played football and we share the same kind of Scottish humour.

As you can see, the core link here is commonality. Hence the word relationship.

The event of one relating to another.

However, people forget that humans engage with brands. So we need to bring a degree of humility toward our brand.

We need to outline our brand's personality clearly

- What do we believe in?

- What do we care about?

- Who are we associated with?

- What is our purpose

So when creating your own brand. Don't just think logo or content assets.