What's My Brand?


Webster defines the word “brand” as “a mark made by burning with a hot iron to attest manufacture, quality or to designate ownership”. Now that sounds like it would hurt, but in essence that’s what we want to achieve in a consumer’s mind. The memorable impression of confidence people have in a product.  Experience, quality, integrity and a well defined purpose. 

Psychology or Science?

The logo becomes an easily identifiable symbol that represents the company's core values and distinguishes you from the competition. Brands create a person's perception of what the business represents...reputation, trust and consistency. A rising trend in marketing moves beyond just brand building to a strategy of cultural movement. By creating an environment where the consumer wants to participate in the idea or vision of a product, they buy into the brand and product.

When Apple's presentation of MacIntosh first broke through in 1984, Steve Jobs took cultural insight and created an awareness for it benefit and purpose of his computer. Few companies have reached this magnitude of success, but the equation can work well for small companies, too. Show the benefit, highlight the purpose and consistently offer an excellent product.

Be Authentic

Consumers like to know about the companies they favor, and "the story" can be a good tool to use. If you are growing a family business that your grandfather started, use that fact as portion of your strategy.  Familiar brands like Ford, Walmart or Bush Beans capitalize on the fact it's a family business with history. Or, if you design fashion accessories because you stumbled upon a swatch of black leather one day... share that in a brief story.  People who have an abundance of creativity will thrive on that story.  These types of methods verify to your customers that there is a beating heart behind your brand and a history with deep roots. 

Until next time...

You can do this!


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