One of the most common mistakes we encounter with clients is the perception that branding is a matter of logo design. Branding can be a really convoluted subject. Hundreds of books, blogs, and videos offer advice on how to build your brand. Let’s face it, branding your company is important. So we wanted to take a moment and help you understand your brand is more than a logo, it’s the identity of your company and it comes from a few key places.
The Core
Who are you? Why do you do what you do? At the core of every business is some truth that makes them who they are. When we talk about truly building a brand, it’s important for you to know what that is. This core is where your values will come from. It’s the essence behind your mission and your vision. Knowing your core is important, but it takes a lot of deep, honest exploration. It’s worth the time though because a company that knows the core of their being is a company that knows who they are.
The Story
Every brand has a story. Some of these stories have become the stuff of modern legends. Think about Apple. We often picture Jobs and Wozniak sitting in their garage changing the modern landscape of computing. That image has formed the basis for their brand identity for decades now. But your story is more than your founding. Coca-Cola has built a story around being integral to the history of America. Their brand invokes images of Olympic teams and Norman Rockwell paintings. Knowing your story and allowing it to grow will actually be as much, if not more, a part of your brand as any logo.
Who and How You Serve
Who are you working for? What do you do? How do you help people? Mission and vision statements may seem really overdone, but they provide valuable information. Luxury brands and family brands may serve some of the same people, but their target markets are very different. Above all, knowing the answer to these questions will tell you who your audience is and then you can learn how to communicate with them,
In the end, your brand is created by people’s perception of you. The best you can do is influence it, but you need to know how to share your truth and your story with your audience.
Your Stingray Branding Team
As a business owner, a lot of things are on your plate. But not everything needs to be. While SEO isn’t extremely difficult, it does take time and a practiced hand to get the results you want. Our team of experts loves working with people just like you, helping them demystify the complexities of marketing, and putting a talented team to work for you. If you have questions about your marketing, or it’s time to take it to the next level, contact us today!
