What does the word ‘Brand’ mean? How do you recognize the true power of brand in the context of personal, professional or marketing objectives? "Brand" as a concept is misunderstood, underappreciated, and very often underutilized.
When the references of the brand come up in any discussion, it often means different things to different people, and many people speak the language of the brand the way they understand the meaning of it based on their limited perception of a brand.
Brands are like people, and people are like brands. They are complex, and like great people great brands are dimensional; they have a soul, personality, and behaviors that differentiate them from others. They leave an impression and invite you to engage with them. Great brands are interesting and make it clear why people need them, and it’s from this vantage point that I’d like to offer a few key areas to help you think about the power of the brand.
Let's think about a personality who stands out from the crowd, who has made an impression on others. Now think about why that personality is memorable? The impression we create when we meet other people is formed by the way we behave, the way we look and dress, the way we communicate and the value we deliver. In the same way, we form opinions about people or brands.A brand is an impression or perception we develop about a product or a service and is based on the sum of our experiences and interactions with it.
Just like memorable people, brands that stand out from the crowd do so because they intrigue people, are memorable and different. Compelling brands are relevant, engaging, entertaining and more often they are courageous. They take a stand for or against something and have the confidence to stand apart from the crowd. People remember compelling brands and know what to expect from them.
"It is often the case not what the brand stands for, but what consumers perceive the brand stands for."
Your understanding of your brand personality and the consumer's perception of your brand is often different than reality. Wishing something and having something concrete are two different things. One must analyze, understand and work towards creating the right brand personality is a scientific process.
The brand strategy should guide and inform the brand's personality and behavior, working together to inform the emotional connections it makes with the people it serves. The strategy should define everything the brand does, the actions it takes, the places it appears and how it engages, educates and entertains. The emotional side of the brand is brought to life by all forms of memorable and relevant brand expression across internal (company culture) and external (consumer-facing) touchpoints. These touchpoints include the experience design of the product or service, visual, written and dimensional communication, advertising, outreach, customer service, and the overall experience before, during and after purchase.
Your brand is one of the most important assets you possess to drive and differentiate your business. If your brand is not clearly defined, understood and embraced by the entire organization, it will never realize its full potential to impact your business. It's important to ensure that there are understanding and clarity around what brand means in business terms and what it can do to drive innovation, communication, and differentiation. And then it is imperative to have complete alignment on your brand platform with your entire executive team. Your brand is one of the most powerful drivers for engagement and performance across all areas of your business.
Every CEO must answer the following questions to define their brand positioning and brand communication.
To achieve consistent growth, to be successful in today's competitive market you need to tackle all the above questions and cannot afford to ignore them.
You need to evaluate and analyze Brand Values, translate them into strategized communication with unique Brand Positioning as a part of the brand building process. The well-established brand image gives sustainable growth and personalized association with brand values.