Where does your brand fit within people’s consciousness?
Jeff Bezos, founder of Amazon said, “a brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Small business branding is not an easy task, but should be taken seriously.
When people choose a Volvo over a Mercedes, are they choosing the Volvo because it’s a luxury sedan? No. Mercedes is also a luxury sedan. So is BMW. So is Lexus. Are they choosing the Volvo because of the price or styling. Again, no. Chances are, when people choose a Volvo they are choosing ‘safety’ over ‘performance’ (BMW) or ‘elegance’ (Mercedes). This is the Volvo brand positioning — ‘making the roads a safer place’.
In the early days, as computers were only just becoming mainstream, Apple’s competitive arena was ‘computers’ and they chose IBM as their competitive muse. IBM was the big, clunky, corporate computer company. Apple was the small, nimble, friendly personal computer company. The IBM muse helped Apple define who it was and how it made itself different, by being the opposite of IBM.
Whatever your business is about, to go along with your plan, you’re going to need a message and a set of brand values. Is your business all about being the best barber shop in the North East of England? Or are you a printer who focuses on printing great quality letterheads at the lowest prices? Whatever the message is, make sure your branding and brand identity are geared towards it.
Once you’ve established your brand’s look and personality, your responsibilities aren’t quite over. You’ll still have to ensure that your entire team is on board with the brand and using it correctly in every application. It’s also a good idea to check in every few years to update your brand, as needed. Stay consistent, and your brand will increase the visibility, authority and retention potential of your company.
“Marketing and branding should come first, and that’s about deciding where it’s going to sit in people’s consciousness and what values you are trying to make them empathise with.”
Thanks for reading! 🙂 If you enjoyed this article, hit that heart button below ❤ Would mean a lot to me and it helps other people see the story.
Say Hello On
- Branding for StartUps – SheStarts
- Build your brand: 10 useful tips to improve your startup brand
- 6 Tips for How to Build Your Startup's Brand From Scratch
- Job Portraits: storytelling for startups, in service of job seekers
- The Top 6 Steps for Branding Your Startup
- Top 25 Branding Tips for Start-Up Businesses | Canny Creative
Where does your brand fit within people’s consciousness? was originally published in duncanjcarter on Medium, where people are continuing the conversation by highlighting and responding to this story.
Article originally appeared on Branding on Medium: Link.