Have you Discovered the Uniqueness of your Brand?

Whether you are a director of a multi-national organisation or the owner/director of a small business, your reputation with clients relies on the recognition of your brand. Your brand might be a logo, a colour combination, a word…

or your brand might be you.

Many people are to quick to dismiss branding as being the physical representation of your business. My view is that your true brand is actually the association and feelings that are evoked when clients see you, work with you or buy your products.

What do you feel and associate with this branding?

Did you just think about the products of the brand when you looked at the logo or did you react to the brand based on feelings associated with previous knowledge and experience? Most people do the latter, albeit a subconcsious response.

Your physical logo (or physical presence if you’re brand is you) is simply a symbol that represents your brand and reminds customers of who they think you are, what they think you stand for and how they feel about you.

When Combined, these intangible, perceived elements represent the uniqueness of your brand that makes you different from the company up the road who sells exactly the same thing.

During one of my brand discovery sessions with a client last month a key element they identified was the vibrant energy that was always apparent when their customers work with them. This energy is one of the reasons why customers choose to employ their services and buy their products – they associate my clients company and their physical branding to this energy. Of course there are a number of other reasons why customers like and trust them such as their genuine care for customers and their honesty.

Not one of the key reasons for their continued customer engagement and loyalty was identified as being the actual products or services they offer.

Their are two powerful benefits to making the time to discover and articulate the uniqueness of your brand:

• Share with staff via Internal communications and make sure that they all understand and represent the brand in everything they do.
• Create authentic vision and values that can be shared with customers as part of all your marketing activities, showing customers why you are different, better…. and unique.

Have you taken the time to discover and communicate the uniqueness of your brand? Please call me if you need some help.