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What is a brand why is it important for your business growth?

What is a brand why is it important for your business growth?

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Are you unsure on what brand actually is, or maybe you just want to make sure that your brand is defined properly? Well in this podcast, I will go over what a brand is and how you can define yours.

What is a brand why is it important for your business growth?

This episode explains what a brand is and isn’t, the role a brand plays in business growth through effective differentiation and memorability and gives you some tips to help you begin to define your brand.

If you are looking to understand what a brand is and how to begin to define yours this podcast episode gives you a starting point for that exploration and you can download a free pdf that takes you through the process in more detail below.

How to define your brand – Worksheet Download  – https://bit.ly/2z8GhtN

Also, please make sure to give us a review on iTunes (or Google Play, Stitcher, Android, TuneIn, Spotify).

 


 

RESOURCES & LINKS MENTIONED IN THIS EPISODE:

How to define your brand – Worksheet Download  – https://bit.ly/2z8GhtN

Schedule a call to book a FREE BRAND Discovery and strategy call to begin the process of unlocking your brand’s full potential 

Elements Brand Management’s YouTube Channel

The Unified Brand Podcast:iTunes | StitcherSpotify

 


Transcript

Are you unsure on what brand actually is, or maybe you just want to make sure that your brand is defined properly? Well in this podcast, I will go over what a brand is and how you can define yours.welcome to unified Brand podcast brought to you by elements, brand management, a weekly brand building and brand strategy podcast. To help you unlock your brand’s potential, stand out from the competition and create impact. So what is a brand and how does it impact business growth? Well, let’s first start with what a brand.

Isn’t a brand, isn’t a logo. It’s not a collection of colors and fonts, and it’s not a reputation. These things make up a brand, but they aren’t a brand. There’s a great quote by Marty Neumeier that says a brand is a person’s gut feeling about a product service or organization. So let’s unpack that a little bit and try to expand on it.

So, how is that gut feeling created? So if you think about every time you interact with a brand, imagine that in your head, you have a folder like on your computer, desktop, and inside that folder is stored every interaction you’ve had with that brand. So that’s like at night, for example, In that folder, you might have images from adverts you’ve seen, you might have some pictures in your head of shoes.

You’ve worn Nike shoes or Nike apparel. You might have a picture of say Serena Williams, winning a grand slam. You might have some colors, you know, the black and the white generally with Nick kind of in this folder. And what that does, is it elicits emotions and feelings with regards to. That brand.

So you might feel a sense of empowerment. You might feel sense of winning or desire to, to just do it, get out and get on the road and do some running or hit the gym, all these things. they’re built inside that. folder through multiple touch points. And it’s not just advertising and marketing that you get this folder built up from.

It might be you’ve gone into a Nike store and had a really great conversation with a sales rep from Nike or you’ve had an email exchange with the customer service. At Nike and you’ve had this back and forth. And what it’s done is it’s gone to build up this gut, feeling this emotional response to that brand and how you associate with them.

You might get it as well with shared values. So like recently when they did the Colin Kapernick campaign, when he refused to stand during the national Anthem and he stayed on his knees, that was his way of protest and Nikes sort of backed him with that. And because of that, if you had shared values with what.

Kaepernick was trying to stand for your relationship to Nike your bond with them strengthened. Through shared values. So this folder that’s built up in your mind, if you, brand it correctly and you’ve done it well enough and you’re differentiated enough, it’ll be stamped with your logo. So the logo is purely a symbol to shortcut through to that folder and eliciting those emotional feelings in the same way that a stop sign gets you to stop.

The Nike tick is a shortcut. In your mind, a symbol that unlocks your emotional response to that brand. So in the quote, a brand is a person’s gut feeling about a product service or organization. What Marty Neumeier is saying is we all build up brands in our own mind and it’s our relationship to them emotionally.

That is what a brand really is. So you normally see two kinds of variations on this. Either a brand has built up. So many different associations with who they are and what they’re supposed to be a really confused approach to their brand marketing and brand promotion that the folder in someone’s mind has become so confused.

The only emotion that is illicited when we think about our brand is confusion, which is definitely not ideal. There’s another sort of train of thought where some brands don’t elicit any emotional response. So they don’t put anything into their marketing or their branding. that in any way connects with the audience.

So that folder is just bland. There’s nothing to it. There’s no connection. This also is obviously not a great idea. So what you find is that these two types of brands are the ones that fail to differentiate themselves from the competition because the audience is working so hard to try and work out. The meaning behind them.

So what are some things that you can do to help build out that folder in your audiences mind? So, firstly, what connections and what feelings are you trying to make your audience feel when they interact with your brand? What would you like them to associate with your brand? Confidence strength, reliability, fun, friendliness, whatever it is.

Just make a list a sort of brainstorm and put it to one side for a second to look back on in point 2 So secondly, review all of your touch points. That’s marketing collateral, your website, potentially sales materials, signage, product packaging, do all of these things fit in. With what you are trying to associate with your brand.

So in step one, the list that you created do they line up that he makes sense is that what’s coming across in what you’re doing. Thirdly, is it all consistent? So everything that you’re doing are you consistently getting across those ideas, those feelings, those emotions, those associations that you want your audience to connect to your brand.

So to sum up a brand, isn’t a logo. It’s not some fonts you’ve chosen a color palette, a series of marketing messages or reputation is all of these things packaged up in your audience’s mind that then produces a connection, a feeling, an emotion of relationship with your audience. We just put together a weekly tip video series, which is designed to help you to unlock your Brian’s potential.

And stand out from the competition. And if you’re interested, if you just go to elements, brand management, all one word.co.uk forward slash weekly hyphen brand hyphen tips, sign up and you’ll be delivered a three to five minute video a week straight to your inbox. I’ll put a link in the show notes. If you’re intereste if you enjoyed this episode and you’d like to receive more, you can subscribe in.

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