What’s a brand? And how is that different from marketing?
So I was looking through my handy dandy notebook and found some notes I was taking about branding. What is it? How can it benefit me? No matter what field you are in if you want to generate any kind of value a brand is needed.
What’s a brand? Your brand is a promise to your customers. It tells them what they can expect from your products and services, and differentiates your offerings from competitors.
Brand is derived from who you are, who you want to be, and who people perceive you to be.
High Cost — High Quality
Low Cost — High Value
(You can’t be both)
“Get someones attention, tell them your story, sell them shit.”
Branding is Strategic, Marketing is Tactical.
Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is whats left after the marketing has swept the room. Its ultimately what sticks in your mind.
Brand is built from many different things. Very important among these is the lived experience of the brand.
- Did the car deliver on its brand promise reliability? (which is why you don’t see Toyota trying to compete with Ferrari. Different brand)
- Did that maker continue to uphold the quality standards that made them what they are?
- Did the sales guy or the service center mechanic know what they were talking about?
Marketing unearths and activates buyers. Brand is ultimately what determines if you will become a loyal customer or not.
Why is branding important?
- Makes people feel at ease purchasing your product or service
Your brand helps set you apart from the competition
- In a global economy, how do you stand out from the thousands of millions of similar people?
Brands tells people about your business DNA.
- Your full brand experience, from the visual elements like the logo to the way that your phones are answered, tell your customer what kind of company you are.
- Are all these points of entry telling the right story?
A brand generates referrals.
- People love to tell others about the brands they like. People wear brands, eat brands, listen to brands, and they’re constantly telling others about the brand they love.
- On the flip side, you can’t tell people about a brand you don’t remember.
Your brand represents you and your promise to your clients.
- Your brand represents you, you are your brand, your staff is your brand, and the way you market your business is your brand.
Your brand helps you create clarity and stay focused.
- Its very easy to wander around from idea to idea with nothing to guide you. It doesn’t take long to notice you are long away from your original goals or plans.
- A clear brand strategy helps you stay focused on your mission and vision as an organization.
And the most fucking important. A strong brand provides your business value. Without value, your company is shit.
- A strong brand will provide to your organization well beyond your physical assets. Value, Value, Value.
Now I leave this post short, mostly because I assume we all hate reading and I mostly hate typing.
Don’t be fake, be you. Say what you mean and mean what you say. You might be wondering what kind of brand you want to create? Where do you start? So do this, look in the mirror and ask yourself what do you want to give to the world? Whats your passion? Now go do that. Every fucking day. Create value. And give it to the world for free. Post it online. Tweet it. Create Instagram stories, Facebook pages and groups. There are so may outlets for everyone to connect. Stop looking for the easy way out. Stop paying for likes. It devalues your brand when you have 50,000 followers and 10 likes on a fucking post. Its stupid. Don’t do it. We can all see your product is fucking trash. Let me repeat something, a shitty product will never be anything but a shitty product no matter how much marketing you use to give something false value. Your time is worth fucking zero if no one is willing to pay for it. Create great content. Create a great brand around that content. Talk to people, ask questions, you’re going to do great. I’ll talk to you all tomorrow.