4 Elements of a Strong Brand Culture
What do you want your customers to think of when they hear your name? What do they associate you with? How do they feel, and what are their expectations of you?
Branding is a combination of things that make up your company’s personality. It is the promise that you make to your customers, the message that you deliver to them, and the expectations that you set. It is your company’s look that is evident in your logo, colors, and fonts. It is your company’s voice that can be heard from the theme song or jingle, and it is your company’s story that can be understood from your tagline. It is the impression that you give to your customers about your products, your business practices, and your role in the community.
Coming up with your company’s brand is difficult. It is a grueling process just to get things right. Creating your brand could take a few weeks or even months so that you can clearly identify who you are and what your purpose is that you want your clients, partners, vendors, and other people you work with to know about you.
What makes or breaks your brand? Here are four key elements that should be present when you are developing your brand to attract customers, talent, and partners to accept your products, to work with you, and to work for you.
1. Your brand must stand out.
You really have to think about what sets you apart from your competition, and the first place to start is to come up with an eye-catching logo or symbol of your company that embodies your mission, goals, and promises. You should stand out visually from everyone else using colors and even fonts that can be used to identify you, and this should be seen in your company website, in your social media accounts, in your advertisements, and even in your office space. However, more than aesthetics, you must also develop a culture that will showcase why you are in a different league from everyone else in your industry. It should translate in your company practices and culture. Come up with an attractive and endearing tradition that your employees will pick up and be proud of.
2. Your brand must be memorable.
How do you make people remember you?
American poet Maya Angelou provides some insight: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
This means that to make your brand memorable, you must evoke positive feelings in your clients. Your products must be associated with empowering and encouraging experiences that your clients would love to always look forward to. Incorporate a personal touch that humanizes your company and gives your end-users something authentic and tangible.
3. Your brand must be relevant and valuable.
Most brands fail because they try the blanket approach wherein they try to attract a general audience. In order for your brand to succeed, be very specific in identifying your target audience and focus on providing them with consistent, relevant, and valuable products or services. Find out exactly what your particular audience needs and wants, and aim to please them.
4. Your message must be consistent across all platforms.
Realign all of your marketing efforts to deliver a consistent message. Make sure that your online interactions match person-to-person or in-store interactions as well as your ads through other forms of media (TV, radio, and print). Consistency delivers a clear, professional, authentic, and trustworthy message that will not confuse your target audience. A consistent message makes it easier for you to be remembered. It also works to attract the specific group of people that you want to be the recipients of your message, and they can immediately grasp the relevance and value of your products and services.
These four key elements should be present when you are coming up with your company’s brand. If you fulfill these four criteria, you would surely be able to launch a successful brand that will attract all the good things for you and your company.
Kevin Bugielski is the Marketing Manager for Victory Lap, a purpose-driven startup changing the sales game. Avid Snapchatter, SoulCycle lover, newfound runner, but ultimately, a foodie.