I think we all know what the word “branding” means at-a-glance, but have you ever really tried to define it? It’s a little tricky to nail down an exact meaning of what a brand is—which can be complicated for you as an entrepreneur, small business, or marketer when a big part of your success depends on having a good brand. So in this article, we’re going to share a few of our definitions of what a brand really is.
Your brand is the first impression you make
One of the biggest pitfalls we see from our clients is when they try to fit too much of everything they are into that very first impression. Information overload can be confusing and overwhelming to your dream customer. So when it comes to the first impression you make, consider how you can set the tone and style for what you do and for whom in as little words as possible. This means making an impression with the look and feel of your brand, a short tagline, and a concise “elevator pitch” or positioning statement.
Your brand is what makes you different
Believe it or not, competition is a good thing for your business! When businesses have similar offerings it means there is a thriving market for what you have to sell. However, the more competition you have, the more you have to differentiate yourself within the market. Your brand is how you communicate what makes you different and why that makes you a perfect fit for your dream customer.
Your brand sets the expectation of what’s next
If your brand is the first impression someone receives, it also sets the stage for what they can expect as they begin to move from simply being aware of your presence to becoming engaged with your business. Brand disconnects happen when a potential client expects one thing and receives another. But when your brand is cohesive, consistent, and totally aligned on all levels, you are delivering on the expectation and promise you set from the first time someone set eyes on you.
What is the first impression you make? What differentiates you from the competition? Is your brand consistent as your dream customer moves deeper into your business model?
Other articles you might like:
- Three things that threaten your brand
- Seven ways to brand you and what you do
- Standing out in a saturated market