Beyond The Obvious: The Finer Points of Your Brand

Stop for a moment and think about three ways you could answer this question: Who are you?

Unless you’re remarkably (and I mean remarkably) shallow, you probably didn’t answer that question with a description of the clothes you picked out this morning. Sure, your wardrobe helps you represent the personality you’ve been cultivating and evolving since seventh grade, but it’s not the alpha and omega of your identity.

The visual elements of your brand are a lot like your company’s clothes. They’re the first thing people notice when they see you, so they have to look sharp and project the image your company wants to project, but they shouldn’t be the image itself. Your brand runs much, much deeper than a logo and a color palette, and we’re always working with our clients to develop ways to communicate their identities.

Customers base their behavior on far more than impressive logos and clever taglines, and your brand should effectively communicate just what they can expect when they set foot in your store or office.

A great brand encapsulates many of your organization’s most fundamental elements:

  • Your Values: What makes your company tick? Are you interested in aligning yourself with the biggest and most important folks in your industry or do you have a soft spot for startup culture? Are you a risk taker or are you more conservative? What’s your standard of service? Be Honest. If you’re not honest with yourself about what your organization stands for, your brand will never be able to paint an honest picture of it.
  • Your Unique Selling Points: You provide an excellent product and great customer service at a good price. Guess what? Everyone else says that. That’s just the cost of doing business. Think of something more specific to your company. Think “Every customer receives a dedicated CSR” instead of “great customer service.”
  • Your Vision: “Over One Billion Served” may be a great tagline if you’re a fast-food restaurant slinging hamburgers. It’s not so great if you’re a boutique marketing agency or a community bank or a garden center. You probably know where your sweet spot is – your ideal size, customer type and service level. Your brand, if constructed correctly, will encapsulate those ambitions, help communicate them to potential customers.
  • Your Voice: Barack Obama, Jimmy Fallon and Marshawn Lynch all speak very differently – and you understand them better for it. Your brand voice is another important way to differentiate yourself, and help customers immediately understand you. Are you formal, reserved and traditional, or fast-moving, fun-loving and quirky? A polished brand voice will help your customers know instantly.

We love a good logo and color scheme. (I mean we love it!) That’s not the limit of your brand, however, and we’re ready to help you find or strengthen your brand. Remember: Every aspect of your company’s communications speaks volumes about your brand, your company and your products or services.

Is it saying what you want your customers to hear?