Your brand is your most visible asset, and it should add value to your business. It’s not just about your logo – although logos are often the face of your brand – it’s an idea, an image and even a personality.
Think about it, if I mention Apple, Google or McDonalds, you probably see an image of the logo, but you also have an impression of that brand. Positive or negative, you feel like you know the business and have an opinion about what they stand for.
A brand is about tone of voice, promotional items and activities, advertising, and too many other aspects to list. It’s about identity. In some cases, a brand’s strapline or ethos, becomes part of their image. Google’s famous “don’t be evil” motto is a great example – whether you believe them or not!
A strong brand should meet its customers’ expectations – if your brand identity is as a high-end, technologically-advanced business, your customer interactions should match that, your website should be classy, easy to use, modern… If your brand is formal, your content should be formal; you can’t send out an email marketing campaign littered with “lol” and “y’know” if your brand image is reserved, just as you probably wouldn’t advertise in the Financial Times if your brand is young, fun and informal.
A brand should be reflected in all the communication channels available – be it
- Social media
- … to name a few
Managing your brand is a key part of marketing. You should consider the brand impact of your activities, communications and plans, to ensure they not only match your brand, but reflect the direction you plan for the business.
If you’d like any help with brand management, or you need to identify exactly how you’d like to develop your brand now and in the future, get in touch.