What’s in a name?
Quite a lot if it’s your name. Your name is important to you. It represents who you are – what you stand for and against. People hearing your name have a picture of you – of your personality, values and attributes.
You as a person have a presence, a personality, values and attributes resulting in a clear identity of who you are.
Just as you are more than your name a brand is more than a logo. Though a logo is an integral part of a brand strategy a logo design is only one element of a brand strategy. Serious thought needs to be given to your brand strategy as your brand should tell customers exactly what to expect from you.
“Your brand is what people say about you when you’re not in the room.” – Jeff Bezos, Founder of Amazon
Does your brand have a vision, values and attributes? Does it connect with your target customer?
Clarity of a brand vision is where it starts so define the strategic and inspirational nature of your brand.
Your brand vision must support your overall business strategy. It must also resonate with staff and customers and help differentiate your brand from competitors.
Your brand needs values. Take the Body Shop. Its values are: against animal testing, activate self-esteem, support community trade, defend human rights and protect the planet. These values translate into the brand vision which is “That women across the globe will embrace our passion for natural exotic products free from cruelty to human or animal that creates a better world for all.”
Everything the Body Shop does supports its brand.
Nike built its brand around its values of aspiration, achievement and status and communicated this with it’s now well-recognised tagline “Just Do It!”
The essence of your brand is how people feel about your brand. Those who are against animal testing and relate to The Body Shop’s values and vision will connect with the brand and buy its products. Those who don’t feel the connection will shop elsewhere.
Disneyland is about fun and links to Disney’s purpose of “making people happy.”
Nike connects with its customers with the customers’ feeling of satisfaction and achievement.
How does your target market to feel about your brand? Do you know?
Does your brand connect emotionally with your target market?
Extreme brand loyalty and connection is when people tattoo a brand to their bodies. Now that is an emotional connection. Numerous people a tattoo of Nike’s tag line – “Just Do It!”. Is your brand tattoo-worthy?
Less extreme is when your target customer is comfortable wearing clothes and accessories displaying your brand. In this case, your brand reflects the customer’s sense of identity.
Branding today is about connection, about building a relationship. It’s a sense of self, of personal identity. It’s in the clothes you wear, the cars you drive and the friends you keep.
Have you built emotion into your brand strategy? Are you connecting based on your target market needs?
Your brand needs a personality. South West Airlines brand is around fun and friendly so they hire extroverts and do whacky things to make things fun for passengers. For an example go to
The customer experience helps define the brand. It helps attract and keep customers who have the needs your brand addresses. If your brand is about warm and friendly does everything you do in your business reflect that positioning?
Do all your internal processes support the brand strategy and deliver the experience expected by your customers?
So a brand is more than just a name, more that a logo- it is everything about your product or service and needs a carefully developed brand strategy.
Communicate your brand strategy and elements to all staff so that they support and deliver the brand promise.
- Define your brand vision
- Determine your brand values
- Review your logo design, tag line, web site and communication tools to ensure they are consistent with your brand strategy
- Review processes to ensure they support your brand and deliver the customer experience expected of your target market.
By :David Sinclair