3 Important Facts About Branding
Did you think that your logo alone would support your brand? Have you been wondering why your customers hesitate instead of purchasing? Or maybe you want to learn how to build more trust with your customers?
I’m going to share with you 3 things you might not have known about branding. Not many people are aware of these things I am about to share with you. Even if they are, they often do not make them a priority. Keep reading as I guide you through why these 3 things about branding are so important.
1. Your Brand Is Not Your Logo.
When it comes to branding, it is a common thought that your brand is just your logo. Yes, it’s a part of your brand, but it’s actually just the tip of the iceberg. Just like an iceberg sticking out of the water, a logo is what you first see. However, if you were to look underneath, there is so much more to that iceberg than the surface reveals. So in that sense, it’s helpful to look at your brand as the supporting factor. That foundation (your brand), must be built first in order to support the rest.
Your logo is what helps identify you. Although the term branding is believed to come from the process that farmers take to identify their cattle, there is a little more to it than just “stamping” your logo everywhere you can think of! You need to dive deep into the who, what, where, when, why and how’s of your business. It goes much deeper than you think. Your brand is not just your logo.
2. Consistency Is Key.
Try to think of the last time you hesitated when making a purchase. Do you remember how it felt? That twinge in your gut, or maybe it was the sudden need to talk to your spouse first? When as consumers of a product or service experience inconsistency, we hesitate - or basically stop dead in our tracks. It’s that “gut feeling”. We know something isn’t quite right. We may not be able to put our finger on it, but something doesn’t feel right.
An inconsistent brand sends mixed messages to the customer. They will hesitate moving forward in their purchase. This is because consistency in branding is so important. Being consistent sends a message to the customer that things are logical and dependable - which is something we expect as customers! It develops trust. Consistency is key in your brand.
3. You Must Be Authentic.
Ever heard the phrase, “Be true to yourself”? Well in the case of your brand, you have got to be authentic. Although authenticity is intangible, it is extremely important. It doesn’t necessarily mean that everything looks the same, but it means that you are sticking to your story, and people can trust you to be who you say you are.
Being authentic is knowing your values. Those values are something that you don’t shift on...ever. Your values need to ring true time and time again. It’s what draws other people to you and your brand. If you’re not being authentic, people will sense something is wrong, and it will affect their trust in your brand. An example of this would be if a high end, sophisticated brand such as Tiffany’s were to all of a sudden act as edgy, rebellious, sarcastic, and sassy. Customers not only want, but expect a brand to be completely honest. Having a trustworthy brand that draws people in means being 100% authentic, 100% of the time.
So there you have it, 3 things you didn’t know about branding. As I mentioned earlier, not a lot of people know some of the nitty gritty on what branding really is. They think the logo is what makes up a brand. Or maybe they don’t realize that they are being inconsistent in their messaging, or lastly, maybe they struggle with being true to themselves. Any way you look at it, these 3 things are critical to know when building your brand.
