Say it with us: YOUR BRAND IS NOT YOUR LOGO.
Too often, a company comes up with a clever name and a kickass logo and they rely solely on those two things to make people understand who they are, what they’re doing, and why they’re doing it.
In reality, your brand has little to do with you. Hear us out.
Your brand is the perception that people have of your company based on their interactions with your people, your reputation, your logo, your digital presence, your values, and your voice. It’s the sum of all of these things and more. Your brand should be clearly represented in every single touchpoint you have with customers, from start to finish and well beyond.
To help our clients better understand their brand and the importance it has to their bottom line, we conduct what we call BrandRiot Workshops. In those workshops, we help customers identify what sets them apart from their competitors, what their customers want to see, and how they can make adjustments to the way they do business to provide a better customer experience that is more “on-brand”.
Now, let’s get you thinking about how strong your company’s brand is. Ask yourself if you’d be able to answer “TRUE” to these questions. Be honest!
My brand is represented in every touchpoint I have with my customers.
From the first advertisement they see, to the website, to the look and tone of the first email correspondence, to the quality of the product/service they receive, to the final “thank you” note and accompanying receipt– our brand is clearly articulated in each of these things. The look and feel and distribution of each of these things provides my customers with a memorable and impressive brand experience.
My customers choose to business with my company because we share similar values.
As Simon Sinek famously said, “People don’t buy what you do, they buy why you do it.” More and more consumers are choosing to spend their money with companies who have values aligned with their own.
I am confident that we deliver exactly what we promote.
Your brand promise should be articulated in everything you do; from your website messaging, the way you converse with customers on the phone, the quality of your product or service, and the way you close business. Is the promised product or service that you offer exactly what your customers actually receive?
My customers feel connected to my brand on a personal level.
Today, successful brands leverage automated marketing and analytics tools to build a unique and personalized experience for every single customer. Do you customers feel like you know them, and they you’re listening to their wants and needs?
If you confidently answered “TRUE” to all the above questions, congrats! You’re doing great, like Nike or Apple.
If you’re sitting there scratching your head, trying to think of who your customer is and feeling overwhelmed by everything you don’t know about branding, relax. That’s why companies like ours exist.
Interested in a BrandRiot workshop for your company, or a quick conversation with our team? Let’s talk.
