What Does Your Brand Represent?
12.12.2008
By: Chris Townsend
In a recent meeting with a client we were discussing the organizations future plans and goals. One of the major goals that came out of the meeting was to be a nationally recognized brand. At first that seems like a lofty goal, but after thinking about it one major question needed to be asked. How do you wish to be recognized? This could be positive or negative. Think about it for a minute, if you have the money achieving national recognition could be achieved rather quickly. However, having a positive recognition could be a lot more difficult to achieve.
Let's start by understanding what a brand is. Many would have you believe it's a symbol and in some regards it is. The golden arches, the swoosh, big brown are all nationally recognized symbols that represent a brand. As a general rule the symbols themselves are not the brand. They are only symbols, colors or words that help us recall a brand and our experiences with those brands.
More so. it's what those symbols stand for and how we interact with them. Developing a positive brand starts internally. It's how the CEO views the company and expresses it to his executives. It's how those executives see the vision and expresses it to the employees. It's how the employee sees the vision and expresses to the consumer. It's how the consumer sees the vision and expresses it to their friends and family. Do you get the picture? If the CEO sees his company a particular way, yet does not effectively communicate that vision to his executive staff the company will never be what the CEO expects. Therefore, the brand is fragmented.
Now let's get back to the symbols, colors, etc. When we work with companies to develop identity and other marketing and advertising pieces it's important for us to understand the vision. What does your brand stand for? If the CEO sees it one way, the Vice President another way, and the consumer yet another way the company's chances of achieving a positive recognition are slim. Consider this,Starbucks has done a tremendous job presenting their brand. They have presented an image visually that would have you believe that the cup of coffee you paid four dollars for is worth every single penny. Although, the reason the company has seen great success is that the employees, executives and the CEO all believe it's worth every penny as well.
When developing your brand start internally. Are you sold out for what you're doing? How about the people you employee? Have you conveyed your message in such a way that they have bought in 100%? Once this has been achieved you can begin to package and present what you are selling successfully without worrying about fragmenting your brand. If you are not what you are trying to sell eventually your consumers will catch on and you will achieve a negative image as opposed to a positive one.
