Your Brand Is Not This… Discover the Key to Branding

Brand is Not

… your colors, it is not your logo. The business does not control it. These things are all part of your identity, and while they may speak to your brand, they are not your brand. Your audience defines your brand. It is an emotional response to your business that includes sights, sounds, tastes, and past experiences.

In the following video, Jonathan Howard, the owner of JRH Graphics, discusses how a company can impact its brand, how every single interaction with a sales associate, or operator, or online service bot can influence the customer’s perception of your company. He also reminds people that it is incredibly important to believe in your brand. Make sure that everything you put out to your audience is representative of the values you think are essential. Be unabashedly true to your beliefs; don’t water them down to appeal to the masses. A company that aims to please all people ends up pleasing nobody.

Differentiators

The idea behind differentiators is also discussed in this video. A brand is what makes someone choose you over another company. So what is it that makes you different? Why would somebody decide to use you instead of another company? Branding is the art of differentiation, and if you don’t stand out, you aren’t going to win. For more on differentiation and how to win with your unique values, check out this blog post.

What is the Key?

The key is to find out what makes you different and find an audience that values those differences. Once you have discovered that audience, begin engaging them and providing solutions to the problems that they are facing. Keep your audience in mind whenever you are launching a program, product, or service offering.JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGWW5CcXd1UDlhTkUlMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==