Branding is more than a trendy buzz term. It’s a fundamental marketing principle.
So, what is branding and why is it so important?
This to-the-point article by The Washington Post states that branding “is everything you do and everything you say added up to tell the world who you are.”
Ann Handle, marketing expert and author of Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content writes, “Your brand voice is an expression of your company’s personality and point of view.”
Pretty clear, right? Your brand is your identity.
In practice, a strong brand improves recognition, creates trust, supports advertising efforts, inspires employees, and more. That’s a big deal!
Take a moment to evaluate your branding efforts. Ask yourself these questions:
- What is unique about my company? What sets us apart?
- Why does my company matter?
- What problem is my company solving?
- How has my company evolved?
- What are my company’s core values?
- Is our brand evident in everything we do (from internal memos to public ads)?
“[Your] voice grows out of your brand attributes
and how you want to set yourself apart from you competitors.
Are you sophisticated? Fun? Accessible? Serious? Snarky? Reliable?
Pick three or four adjectives that best define you
then communicate in a way that reflects those attributes.”
Excerpt from Everybody Writes: Your Go-To Guide to
Creating Ridiculously Good Content
To be clear, branding is more than a logo or a style guide. It’s who you are.
The #1 rule in branding is: tell the truth. Don’t pretend to be something you’re not. Be honest with yourself as you discover who you are and as you communicate your brand through the fabric of your company.
Branding matters. Take it seriously, but have fun on the journey.