Defining a Brand is difficult and depending where you look, you’ll get a different definition. If you said, “A Brand is what I think about when I think of a company,” you’re actually not far off.
Consider the above graphic depicting several familiar brand logos. You’re probably familiar with most of these. I’m guessing many of them even elicit a positive or negative response based on past interactions with these companies. Good or bad, that’s how that brand has effected you. Your overall perception of a company encompasses what a brand really is.
As the quote above states, much of a brand’s power comes from the public perception of a company. It is much more than just a logo or symbol. Perhaps the best summation of what a brand is comes from David Ogilvy who said a brand is, “The intangible sum of a product’s attributes.”
So how in the world do you create a strong brand?
To build a strong brand, start by defining it:
- What do you want your company to do?
- What do your products or services offer?
- What is your current reputation like with your customers?
- How do you want your company to be perceived?
Lastly, when creating your brand, it’s important to:
- Have a professional create a great logo for you AND make sure they pass along common file types you’ll need on hand for daily use (ie: jpg, png… etc)
- Come up with an effective tagline. People remember slogans!
- Make sure you have a consistent brand identity across all your marketing channels. Brand consistency reinforces your brand in your customer’s mind.
- Deliver quality products & services. This keeps your customers happy, coming back, and singing your praises to everyone who will listen.
And remember, creating a strong brand takes time. So be patient, listen to your customers, watch your competitors, and before long your brand will grow!