Contrary to what some may think, business and brand are not the same. They belong together and they are, in essence, two sides of the same coin. But the difference between the two is huge and here's how knowing the true power of building a brand and creating a plan to harness its potential can make a massive difference to your bottom line.
Sure we're probably familiar with what a business is. Its official definition is 'an organization or enterprise engaged in commercial, industrial, or professional activities' or 'one engaged in the activity of producing and selling goods and services for profit’.
A brand however is a very different beast, and although some still simply associate a brand with a visual identity such as a logo and specific color scheme, the true definition of a brand embodies so much more. Think voice, think vision, think the heart and personality behind the business. Your brand is what clearly differentiates you from your competition. It's the reason you do what you do and the way that you do it.
A successful brand should create a gap in your client's mind between you and everyone else that is offering the same product or service. And, if communicated well, your brand should be the very thing that captures the attention of your audience and compels your ideal clients so powerfully that they're lining up to work with you every time you make a clear call to action.
In today's fast-paced world, so many entrepreneurs and business owners spend huge amounts of time and money hustling to reach more customers and make more sales. Yet without a well defined brand and a clear strategy to communicate it, the simple fact is you could be missing out on connecting with the clients who need you the most and who could ultimately become your businesses’ biggest ambassadors.
Building a brand is a process to connect with your ideal clients. These are the people who not only need the product or service you are offering but speak your language and connect with you on a deeper, more emotional level. On the surface that may sound odd and you're probably thinking that emotional connection and business don't belong in the same sentence. The reality is, however, that a powerful brand is all about creating an entire experience for your clients when they interact with your business or purchase your products and services. It takes them on a journey of visual storytelling where they encounter your unique message and where your emotional appeal is creatively woven throughout each client touchpoint.
"Brands are essentially patterns of familiarity, meaning, fondness, and reassurance that exist in the minds of people." - Tom Goodwin
A clearly defined and well-executed brand is one that makes a memorable impression on your clients' minds while conditioning them to understand what to expect from your business. Consider some of your favorite big brands and what fills your mind when you think about them.
Much research has shown that the entrepreneurs with the largest and most engaged audiences have the clearest messages. We know instantly what they stand for and how they can be of assistance to us. They have consistent communication that aligns perfectly with their key messages and they don't deviate from that simple formula.
It doesn't need to be complicated and our businesses can benefit exponentially by creating a brand that aligns our unique story with that of the clients we are trying so hard to reach.
Jeff Bezos, founder of Amazon.com summed it up brilliantly when he famously said "Your brand is what other people say about you when you're not in the room.”
So, how are you planning to reach your ideal clients and right now what are they saying about you and your business when you're not in the room?
Comments