A company brand is more than just its appearance. Everything from the mission, tone, and core values are what give a brand its identity. Then what characteristics make a brand strong? It’s ability to leave a lasting impression. Its uniqueness. A strong brand is effective at communicating something to its customers that will resonate with them. Think about Apple for a minute. When someone asks you what their logo is you can describe it without hesitation, right? The apple with a bite taken out of it. It’s clean, direct, and there’s no other like it.
But the thoughts of a brand don’t just stop at the logo. We usually get an internal feeling- our impression of the brand. And this is usually created from our relationship with it over the years. Also, how the people behind the business represent it in the public eye.
Why is this all important?
Because people buy from brands that are memorable. More importantly- brands they trust, that align with their core values. If you want to build a strong business, you need a foundation of strong branding. So with that in mind, let’s take a look at how that’s achieved.
Every brand has its own story. Being authentic with yours is what will help you to build stronger connections with long-term customers. Whatever it is that led you to your line of business is your story. If you decided to sell teas from local farmers to support their business, give your audience the backstory. Make your brand more personable and people will be impressed. Whatever you stand for- profeminism, environmental protection, anti-animal cruelty- bring that voice into your mission statement. Standing for something forms stronger customer connections. More so than standing for nothing and trying to keep everyone happy.
What I mean by this is, give it style. Make it visual. You know what your brand is and what it stands for, so put that into visuals.
BY : Carla Ochoa