Gone are the days where the word “brand” merely referred to colors, logo and a fancy brand style guide. In truth, that was never the case. But somehow, someway, as business leaders we went too far down the marketing, advertising and overly-analytical “marketing strategy” rabbit hole… We forgot what building a BRAND and its positioning was all about.
- Gen Z is 2x more likely than millennials and 3x more likely than Gen X to feel that brands can make the world a better place. (source)
- 76% of Gen Z consumers feel they like to buy from brands that stand for a greater mission and purpose. (Source)
- 62% of consumers say that their purchase decisions are influenced by the values of brands. (Source)
- 70% of consumers brand perception is influenced by experiences with people (Source)
- A signature color can increase brand recognition by 80%. (Source)
- 84% of online consumers agree they are inclined to buy from brands they share values with. (Source)
- 81% of consumers consider data transparency important for trusting a brand. (Source)
Your brand is the perception that your ideal customers have of your business.
It’s everything!
Your marketing, sales, product development, customer service, on-boarding, off-boarding, company culture etc., all play a role in influencing that perspective of your ideal customers. Every action you take and every decision that your employees make will influence that perception either positively or negatively. There is no in-between.
I encourage you to “flip your thinking” when it comes to your brand.
“Branding” is not something you do once in a while to “update your colors and logo…”.
No, it is the art and act of ‘Brand Building’—a never-ending mission to influence the perception of your customers toward a more positive outlook. An outlook that will drive them to purchase, to buy again, to refer, and to become loyal brand advocates for everything that your business strives to achieve! Consider your brand messaging the next time you work on any of the following:
- How do you onboard a customer or client?
- What does your employee handbook look like?
- How does your website FEEL?
- How are your customers greeted when they come through the door?
- How much do you invest in your leadership and middle-level management?
- How do you THANK your past clients and customers?
- What does your content sound like?
- How do you answer the phone?
- How do you respond to complaints?
- How do you onboard new employees or interns?
I could keep going… The point here is this: Your brand is EVERYTHING, and you should treat it that way. Let’s all commit to investing in our brand first this year so that your marketing, sales, advertising, and bottom line can follow suit and improve.
Here’s to building your brand!
