Posted by: thewritethingdotbiz | January 14, 2011

Have you seen your brand lately?

Whether or not you know it, you have a brand, insofar as your brand is the way you exist in the collective awareness of your market. Great brands have impact, consistency, and integrity. (I’ll address integrity in the next post.)

Impact: Do your logo, look, and message stand out from the competition? Do they somehow rise above the noise and din of the marketplace without turning off your customers? And speaking of your customers, do you know who they are and what they listen and look for? A brand with impact lands right in front of its target audience and stands apart from its competitors.

Consistency: Having a consistent look reinforces human memory, and helps to associate your look with your message. Think of a popular recording artist like Bono or Mick Jagger. If Bono walked down the street dressed in military fatigues and without his trademark sunglasses , or if Mick Jagger sported a crew cut and dressed business casual, would you recognize either of them? And if you did, would you then wonder if they had changed in a substantial way? What? Did they sell out?

Branding, however, is more than image; it’s repetition (and reputation) of a message in a consistent voice. And that voice has to consistent with the essence of your company identity.


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