What IS Branding?

You will hear me say time and time again that branding is SO much more than your logo.

Branding is the idea that everything you do on behalf of your business creates an experience for everyone who interacts with that brand… (including you as the business owner.) The best part is… YOU are in control of what kind of experience you create.

Branding is often confused by people as the pretty visual things that you have for your business but I’m here to explain to you why it is so much more.

Branding is the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers’ minds.”The Branding Journal

Pretty vague and unhelpful right?

A brand is an intangible marketing or business concept that helps people identify a company, product, or individual.” – investopedia

And while neither of them are wrong… their not entirely right either. 

 

BRANDING IS THE EXPERIENCE NOT JUST THE VISUALS

So let me put it in a different way.

Branding is the experience that you are trying to create for someone when they interact with your company.

This could be visually through a website, it could be physically from a product, it could be the way that you talk to a client, it could be the way you navigate them through a sales process, it could be the services you provide, it could even be an email just like this one! 😉

So instead of getting overwhelmed by this whole BIG thing… I like to break it into pieces… SO of course you have the visual side of things… what you, your team, your clients, and Jo Bloggs on the street seeeeees. 

 

But you also have…

Your Foundational Branding: 

 

  • Your Values
  • Brand Voice
  • Positioning
  • Goals
  • Growth
  • Vision for the future
  • Of course the visual foundations

This sets the whole business up based on what you believe in and what you want to achieve. 

 

Next is client delivery:

Which is the processes that you take your client through to deliver your services or products in that specific way that makes you different to others. 

 

Then there is operations which links into client delivery & brand foundations which gets you to think about 

 

  • Systems
  • Processes
  • Finances
  • Sales
  • Sustainability & Enviromental factors

 

And i’m not telling you all this to overwhelm you or think that you have “SO MUCH” to accomplish – it’s that I want you to think about what is NON NEGOTIABLE for you and just move forward with those few things & everything else will come along the journey.

SO right now… I want you to ask yourself – am I creating the brand experience that I want for my business?


BUT the main thing to remember is the experience building. 

 

Does this sound familiar…
“Where shall we go for coffee?”
“Oh i dunno… Starbucks?”
“Yeah… let’s go…”

 

When you go to a Starbucks, you know what the building is roughly going to look like, those big windows with black frames, you know the general layout and vibe of the place as you go in, you know there is a queuing system, you have food before drinks orders, where to place your order, where to collect, what the furniture will look like, the names of your drinks and their own wording for particular sizes. You know the toilets are going to be gross, there will be a plug under your seat, what colours they are going to have inside, what the packaging looks like, The barista will call you by name when your drink is ready, when you see a billboard or ad with the drink & the name… you know it’s them without needing to see the logo.

THAT, my friend, is a brand experience.

Expectation, consistency, clarity, communication, and EXPERIENCE.

Now we can probably talk all day long about the things that you love and don’t love about Starbucks, but that is the beauty of it. The owners of the brand make those decisions to deliver that expectation and even though they are a global corporation, adding the same experience to your brand is JUST as easy and important.

It doesn’t have to have the fancy branding, it doesn’t have to have thousands of pounds (or dollars) thrown at it… you just have to start with that consistency, clarity, expectation, communication, and experience.

Let me know if this is making sense to you!
Follow up questions?! Would LOVE them!

Let’s keep the conversation going!
Until next time,
Love you 3000,

Grimms xoxo

 

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