When you start a business, you start making branding decisions the moment you select a company name. The branding process continues with the logo design, the typography selected, the images used, etc.
In time, the brand takes on a life of its own. The brand depends on the customer’s perception. If you don’t create the story, the story will write itself. How can you influence your brand?
Branding vs. Marketing
It is important to understand there is a difference between branding and marketing. Branding is all about defining what the company stands for and how it is perceived. Marketing is about spreading the word and raising awareness of the brand.
Creating a Strong Brand
Creating a strong brand involves more than just having a nice logo.
A brand encompasses:
- Visual Identity: Logo, colors, fonts, graphic design, choice of media, etc.
- Voice Identity: Company name, product names, tagline, tone of voice, etc.
- Attitude Identity: Company values, culture, etc.
- Physical Identity: Packaging, product design, office interior, etc.
To craft your brand, start with the attitude identity. Your values will define your company and help guide your visual, voice, and physical identity.
Crafting Your Attitude Identity
Values can take many forms including social values, professional values, and cultural values. When selecting values, they need to be authentic and rooted within your company. They need to be the real values that guide decisions and behavior within the company. It is more about finding and defining your attitude identity, rather than creating one.
The strongest brands often are based on common sense values and values that align with the company’s positioning. Every company needs to define its position in the market and how it is different from the competition. The more explicit the values and the stronger the contrast, the easier it is to attract customers. Customers want to identify with the brand they choose.
The Importance of a Strong Brand
From an external perspective, a strong brand means customers will recognize it, be aware of it, and be attracted to your brand. This helps create brand loyalty and may allow you to have a higher price point. From an internal standpoint, a strong brand also means your company has a clear identity, knows what it stands for, and how it will make a difference.
Getting Started with GrowthWheel
If you need help preparing, the first step is connecting with a GrowthWheel Advisor. Mark Johnson, the Executive Director of the Technology Innovation Center, is a Certified GrowthWheel® Business Advisor.
Once you have connected with an advisor, he/she will send you a 360 screening. After completing the screening, your GrowthWheel Advisor will recommend decision sheets to help guide decision making and create a 30-60-90 action plan that outlines the decisions and timeline.
Send us a message today to get started!
From Nice Logo to Strong Brand
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