No two people will give me the same answer to this question. Why? I think it’s because branding has evolved. We don’t push our message anymore – we pull people in. More on new marketing vs. old marketing here…
Branding is what people see, think and feel about you
Your brand extends far beyond your logo, to what people say to their friends about you, and to what connects them emotionally to you.
What people see
Let’s start with your visual identity. This involves how you package your business: your logo, your website design, product packaging, brochures, business cards, store exterior and interior, professional image, and so on. Your aim here is visual recognition.
Connecting with us visually (view full size)…
What people think
If your slogan is “With us, everyone is a VIP”, and your customers tell all their friends that you make them feel like the most important person in the room, you have succeeded in communicating your brand. Your aim here is creating an accurate public perception of your brand.
Starbucks’ brand is about human connection and community. Take a look at how all their communication with the public supports this promise or ‘core message’:
Connecting with our thoughts (view full size)…
What people feel (the magic ingredient)
If someone thinks you do a great job, they won’t necessarily tell all their friends. However, if you make them FEEL something (important, excited, motivated, beautiful), they want to tell everyone about you. If you connect with them on something that matters to them, they become your advocate. We call it the tribe mentality.
People like to belong. When they feel like they’re part of something that matters, they want their friends to join in. When they care about something, they want their friends to care too.
This is marketing magic. It’s free, it’s genuine, and it grows.
Connecting with us emotionally
If your brand makes people feel something positive, and consistently lives up to its promise, you’ve found your magic.
It’s easy to understand how contagious feelings can be. How often have you heard someone talking vehemently about how a service provider made them feel angry or like they were treated unfairly? Imagine if you could apply this powerful force to a positive feeling!
Are you ready to harness the power of emotions?
Contact me and let’s chat!
{ 4 comments… read them below or add one }
This not only helps put branding into perspective, it clarifies how important it is. I think most people these days are missing the boat not applying branding principles to their businesses.
You got it Erica – nail on the head.
Hey Shireen,
I love your visual displays! This post is bang on. So many people don’t really grasp what branding really is, never mind that it’s absolutely crucial to the success of any business in today’s current marketplace.
The concept is an old one, but somewhat new to small business. The saturation of the marketplace has brought it into the mainstream. Luckily, I think it’s the most fun part of business!
Oh and thanks for the compliment!