Brand is Everything

Most of the Kiss Me Creative community knows that a brand is way more than a logo or a website or pretty photos.

At the same time, it’s not exactly easy to find a definition that’s all encompassing — because a brand is everything.

It’s what your customers and community say about you and everything you do to influence that.

They can say good things, they can say bad things or they can say nothing.

If you’re in business, only one of these outcomes is acceptable.

I’ve worn glasses since I was a freshman in high school (which was way longer ago than I care to admit) and I always wore designer glasses — Dolce & Gabbanna, Gucci, Prada. If I had to wear glasses, I wanted them to be the kind that told the world I was one classy kid.

I bought my last pair of designer glasses in 2012.

And it’s not because I got lasik.

It’s because I got practical.

By my mid 20’s, I realized that any pair of decent glasses would get the job done. This realization saved me hundreds of dollars over the next five years.

I didn’t choose just any discount eyeglasses company, though.

I didn’t choose a discounted eyeglasses company at all.

I chose Warby Parker.

While other “no-name” eyeglasses companies were competing on price, Warby Parker was taking a stand for quality eye wear that is sexy and affordable.

It doesn’t say “discounted” or “Just $95” on their website.

They knew that I came from the wonderful world of $600 designer eyeglasses and, while I appreciate that their glasses are affordable, I don’t exactly want the world to think I’m shopping at the cheap-o-eyeglass-depot.

They’d been waiting for me. They knew exactly what I wanted my eyewear to say about me and they chose the right words and the right design to make me believe that they were the answer to my financial and fashion woes.

Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

They didn’t stop there.

As if designer eye wear with a social mission at a great price was not enough, they have the most amazing customer service — better than any designer eyeglass boutique I’ve ever set foot in.

I tried on 5 pairs of glasses without ever leaving my house. They shipped them to me — for free — and when I tweeted my options, they helped me choose a pair.

I will never buy glasses anywhere else.

I will never recommend anywhere else to buy glasses.

And they know that.

The way I perceive this company and the experience that I have every time I do business with them is not an accident.

They knew what they wanted to create.

They knew who they wanted to attract.

They uncovered what was important to me and they moved their agenda for social consciousness forward strategically by meeting me where I was.

They chose their designs not based on what they like, but based on what I would like.

They chose their words not based on what they had to say, but based on what I would understand.

And everyone got what they wanted.

I went to school for marketing and branding (also way longer ago than I care to admit) and I’ve read hundreds of books about branding. I’ve worked with hundreds of clients on brand strategy.

I know the process and the rules. I know about design, color psychology and messaging.

But nothing helps people understand branding like seeing it in action.

Laura Diaz is the CEO and Senior Strategist at Kiss Me Creative where they make client love all day long. Her super powers are efficiency, follow through and creativity based on sound logic. She enjoys long sips of coffee and short lines at Starbucks.

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