The power of branding: why it matters more than you think.

What is a brand?

If you are unsure how you appear to unfamiliar audiences who don’t know you or your business well, your brand may be the problem.

A brand is extremely diverse and interesting. It’s more than you imagine.

A brand is a promise, a story or a special personality or reputation that a product or company has, and it allows people to connect and understand it without even seeing the name or the logo. It could include things like colours, values, attitudes, language, customer experiences and other traits that can subliminally give you an identity that connects with your audience.

A brand sets up an expectation about what to expect when you next interact with it. It’s what people think of when they hear the company’s name or see its products. Just like how you might trust a friend who’s always kind and helpful (regardless of their name), we trust brands that consistently deliver good quality and value. So, a brand is like a promise – it tells us what to expect and helps us choose wisely. It also implants a preference (or the opposite) in one’s mind about the brand, making it more (or less preferable).

Taking care of your brand is therefore critical to your long-term future. Get it wrong and you can be in serious trouble. Get it right and you may be set for the ultimate success.

In simple terms, being named Todd is not a brand. Todd is your name, not your promise. If you’re unreliable, selfish, dishonest and a downright cheat, that’s your brand. And that is what precedes you wherever you go.

Isn’t a brand the same thing as a logo?

Absolutely not. Many people get confused between a brand and its logo. Unlike the brand that we described above, the logo is a visual symbol or design that represents a company or brand image. It’s tangible and is often instantly recognizable. Think of the logo as the tip of the iceberg; the brand lies beneath, shaping how people perceive and connect with the business. In short, the logo is like the face, while the brand is the entire personality. You will do business with the personality, not its face only.

When people want to brand, why do they often just think about their logo?

That is a really good question. The answer is simple: they just do not know the difference between a brand and a logo. Now that we have clarified that matter, it is really important that companies focus on branding first and logo development second. They do go hand in hand, but you can’t really have a great logo and then fall down when the customer experience is poor. That would be counter-productive, and not a sustainable strategy, both short and long term.

So, start with how you wish to be perceived, and develop the values of your brand, and then, only then, worry about a logo that becomes the face of that set of values. Without the values, how would you know what the face should look like?

Brands are multi-faceted

Brands can be personal, business or product/service related, so think carefully before deciding on your brand. There are many questions one should ask to determine the right approach for your brand. For example, if you sell products, the brand could reflect the products themselves or the company that would sell or support those products. If you provide services, like a consultant or a lawyer, the brand may be more of a personal brand that reflects the individual’s values, beliefs and capabilities.

So, truly understand what you are doing, and if you are unsure, ask for help. Whether you are starting out and creating a brand for the first time, or attempting a re-brand (that’s another article totally), do it right if you want a successful outcome.

We have a program for you

Branding should be done before you start your business. However, rebranding is always an option if your original brand does not seem to be working. It’s not a daunting task if you have the right help.

Neville Pokroy has been creating and marketing successful brands for many years. If you need help in setting up (or rebranding) your brand, Neville can help navigate you through a simple, but important process, that leads you to a successful brand and an impactful logo. Contact him by completing the form on this page, emailing neville@mastermindsolutions.ca or calling 416-904-8647.