Big corporate entities have warped the definition of Brand. Why? To handicap their competition. Which is you. The little guy. The misconception is that your brand is a logo. Your brand is not a logo. A logo is a small fraction of a brand. It is merely a face for people to recognize the brand.
When you have clearly defined values laid out, you’re able to build and establish a connection with your customers. If you play your cards right, you will have loyal customers who come back or refer you to friends and family. People will love you. But not in the way you think. Your customers will be infatuated with their relationship with you. They want to associate themselves with you because they believe your brand makes them look good in front of their peers. For them, it’s about social status – vanity.
This is how companies like Gucci, Prada, and Louis Vuitton found their success with high-priced products. It was never about selling clothes it was about selling elevated social status. This is just one example. You’re selling different values.
The Easiest way to Establish your Brand.
By now, you’re probably saying, “easier said than done.” So I’m going to share with you the easiest way to establish your Brand:
- Talk about it. Be very open about the values you hold near and dear and make them accessible. Things like We Believe Statements are a beacon that grounds you, your employees, and your customers. Making that information accessible is key. Use it on your website, embed it in your videos, and make it clearly visible in your HQ.
- Practice what you preach. Don’t just tell your customers. Show them! Simple ways you can show and not tell is through social media or recorded testimonials. Showing raw footage of your values being executed gives you higher credibility and higher perceived credibility.
You’ll know it’s working when you stop seeing new customers and start seeing recurring customers. This means they want to continually associate themselves with you because your values align with their’s and they want everyone to know that you are a part of THEIR tribe. Giving them an elevated social status.
Now you have a clearer definition of what a brand is. Brand is the collective perception of your business and what it means to be associated with you. By following these two tips you should be able to overcome any preconceived roadblocks about a brand. Now you’re no longer handicapped, cast off the crutch and start walking with the front runners.