Are You a Company or a Brand?
You want a more robust presence on social media. You’re experimenting with Facebook ads. But, slow down. Before you can do any of this, you must have a #brand.
There is a big difference between a company and a brand. Not all brands are companies and not all companies are brands. A brand is a persona. An emotion your company evokes in the minds of others. Amazon founder, Jeff Bezos said: “It’s what your customers say about you when you’re not in the room.” Your brand is what people relate to about your business. Your brand is your company’s “why.”
It takes a lot of time and effort to build a brand, but brands win in the long run. Brands stand out from the competition. Branding is helping people feel like they know you. Brands build trust and rapport. People will pay more to do business with a brand for which they feel an affinity or a personal connection than they will for a cheaper competitor.
Companies seek out customers, but customers seek out brands.
Content marketing is a great way to build your brand, but without first crafting a brand strategy, your content and all of your marketing tactics are likely to fail. Without a brand identity, what will your content be? An inconsistent, disjointed series of social media posts with no unified theme, tone, or message is not going to build brand.
So, ask yourself the following questions:
Why are you in business? Why are you in your industry? What can people get from you that they can’t get elsewhere? What do you want clients or customers to feel when they interact with you?
Now, you’re starting to think like a brand. Not just a company.