Why a strong brand is a must-have, not nice-to-have
As much as your identity matters to you, your brand matters to your business. So in today's world, where attention spans are fleeting, and competition is fierce, having a strong brand isn't just a feather in your cap—it's the powerhouse that fuels your entire company. Your brand is more than a marketing function; it's the heartbeat of your whole business.
In this blog post, based on my presentation at the recent Second Act Women Biz+LifeCon, I'll delve into why a robust brand is crucial, how to create one that stands out, signs that yours might need work, and what to do if it does.
Why You Need a Strong Brand
A brand is more than just a logo or a tagline; it's a promise, a connection, and a relationship. Some customers might just be looking for the easiest solution to their immediate needs, but over the long-term they invest their time and money in the brands they believe in.
A study by Zenogroup of 8,000 consumers across eight countries show that brands with a strong purpose are 4.1 times more likely to be trusted, 4 times more likely to be purchased, 4.5 times more likely to be recommended, and 6 times more likely to be protected. These results are not to be sniffed at. In addition to making you feel good about yourself, a strong purpose is something that is going to make a difference to your customers, and to their long-term loyalty to you.
Your brand's strength lies in its ability to connect with people on a personal level. When your brand aligns with the values and beliefs of your audience, you're not just selling a product; you're fostering a connection.
People Connect with Brands That Are Connected with Themselves - The Alkimie Collective
How to Create a Stand-Out Brand
I have divided these foundational brand elements up in a way that might strike some as unusual, but there is a reason behind it. Business owners have a tendency to think that their brand is all about THEM, but it's not. It's as much about your audience as who you want to be. If you create a brand that is completely out of sync with what your audience is looking for (which changes over time), it's not going to resonate, and they're not going to want to engage with you.
Your Brand's Soul needs some (appropriate) soul-searching to uncover so that it is authentic. But the rest is about how you present that soul to the world, and that depends very much on your audience and what they want.
For example, if you're a yoga studio with a very combative, alpha-male personality, you may not vibe with the middle-aged women you're looking to reach. However, if you're trying to get young men in the room, it might work! Apologies for the stereotyping, but you get the idea.
Your Brand’s Soul
Define your brand's identity by clarifying your mission, vision, and values. These foundational elements serve as the guiding principles for your brand.
Your Purpose or Mission: Clearly articulate the difference you want to make in the world. Your mission is the driving force behind everything you do.
Your Vision: Envision where your brand is heading in the future. A compelling vision inspires both your team and your customers.
Your Values: These should explain the behaviors that you expect from those representing and engaging with the brand – both your employees and your customers.
How Your Brand Shows Up
Work out who your audience is, what they want from you, and craft your identity so that you deliver THAT.
A Deep Understanding of Your Audience: Develop audience personas to truly understand the people you're targeting. Know your audience's preferences, pain points, and desires. Make an effort to understand what they need you to do, not just how old they are and where they are—go beyond the demographic details to truly empathize with their needs.
Your Personality: Define your brand's personality—how you communicate, engage, and interact with your audience.
Your Unique Value Proposition: Clearly communicate what sets you apart from the competition. Identify the unique value you bring to your customers.
Your Messaging: Craft compelling messages that resonate with your audience. Your messaging should reflect your brand's personality and values.
Your Look & Feel
This is how your brand identity comes alive. It is crucial to ensure consistency across all visual elements—logo, fonts, brand colors, images, and brand elements. Your visual brand should evoke the desired emotions from your audience.
How to Know If Your Brand Needs Work
To evaluate the strength of your brand, ask yourself the following questions:
Your Brand’s Soul
Are you clear about your mission, and is it written down somewhere?
Do you know what difference you want to make in the world?
Can you articulate your brand's values to a team of new employees?
Your Audience
Have you done the work to understand what your audience wants from you?
Can you explain your tone of voice to a social media manager?
Does your website messaging speak directly and compellingly to your audience?
Your Look & Feel
Do you have a clear and memorable brand logo and visual identity?
Does your visual brand speak to your audience?
Is your visual brand consistent across all your marketing platforms?
What to Do When Your Brand Needs Work
If you answer 'no' to more than one of these questions, it's time to revisit your brand. Determine what's missing—foundational elements or their expression. Then, get the right help:
If it's foundational elements, find a brand strategist.
If it's written messaging, enlist a brand strategist or copywriter.
If it's visual design, seek the expertise of a graphic designer.
If You’re Looking for Help...
Let me know by emailing georgina@crabapplecomms.com. I'd love to talk to you about any of this and either help you myself or point you in the right direction.
Also, here is a snippet of me doing my talk!