What’s your business’ brand?
Have you defined the core values and results your business represents so you can deliver a consistent WOW experience to your customers or clients?
Your brand is more than just your logo – it’s the personality, the heart of your business.
And you’ve got to first define it so that you can work it into everything you do.
So let’s take a minute here to define what BRAND means, exactly…
A brand is “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”
David Ogilvy, Ogilvy on Advertising
Branding is the sub-total of all the “experiences” your customers have with your business. For successful branding you need to understand the principles of Ivan Pavlov as my brother Jeffrey and I discussed in our Waiting For Your Cat to Bark. For branding to work you must have:
- Consistency. Pavlov never offered food without ringing the bell and never rang the bell without offering food.
- Frequency. The bell rang several times a day, day after day.
- Anchoring. Pavlov tied the experiment to something about which the dog was emotional. Frequency and consistency create branding only when the message is associated with an emotional anchor. This is the most difficult and essential element to get correct.
However, keep in mind Pavlov had an easier time because he chose dogs which are much better at following a leader, today’s customers are more cat like and not as easily persuaded or motivated.
Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa.
Here are some things to think about as part of building your brand:
What are some of the things you most notice about the brands YOU love and choose to do business with?