Q: What are you trying to achieve in branding?

A: The goal of branding is two-fold: Build trust. Be remembered.

If you think getting a new logo is something you’re supposed to do because
your competition is doing it, save your money.

Build Trust

“Trust is the ultimate shortcut to a buying decision, and the bedrock of modern branding.”
     – Marty Neumeier, The Brand Gap 

Continuity builds trust.
A great brand story connects your organization today with its roots – building on your organization’s history. Most often, every organization’s differentiating value is found in its beginnings–it’s the element which initially brought success.

As a business grows, leadership often loses touch. With success, the temptation to keep things as they and play it safe, or add new streams of revenue, they let the company slip into the bland brand abyss.

It’s an exciting part rebranding when we see people get energized as they reconnect with the motivations and values that are part of the origins of their company. It makes an impact on their employees and customers today and clarifies the vision for the future.

Consistency builds trust.
What are you telling people about your product or service? Does your company deliver on it consistently? How do you measure delivering your unique benefit consistently? Start with your brand promise. Find more about creating one in Make Your Message Stick. Consistent quality of design and presentation is immeasurably important as well. Big name brands guard their brand identity standards with great diligence.

Design is a subliminal message that builds credibility: most people won’t notice consistency, but they will pick up that something is amiss when your logo is stretched and there is no continuity in your marketing. Maintaining consistent, professional design is a no-brainer.

Authenticity builds trust.
Beliefs create values.
Values drive behavior.
Behavior shapes culture.

People experience the beliefs, values, behavior, and culture of your brand. By identifying core values and living them in your business, you create an authentic culture that people can trust. Living by your stated values is a pillar of a strong brand. Core value statements should be unique, authentic and portable (easily shared).

Our Core Value Excavator Survey is a free tool we use as part of the discovery process to help circle-in on the unique values which drive decisions and behaviors in your organization. Access the core-value-builder tool here.

Be Remembered

“A brand is a singular idea or concept that you own inside the mind of a prospect.”
       – Al Ries, Positioning: The Battle for Your Mind

Different is memorable.
Your key differentiator is what separates you from the rest. What innovations and improvements, new products, meaning, or ways you enhance service to the customer can you highlight? If you don’t think you have any, then find something you can successfully and consistently build upon that cannot be easily copied by your competitors.

Focus is memorable.
Be clear about what you do and resist the fierce temptation to be most things to most people. A generalist suffers in today’s market where the niche is remembered. A clear message will resonate with your ideal customers.

“The best thing you can do right now is to take a close look at every aspect of your business, your products, and your services, and determine at least one area where you have the potential for recognition and market dominance. Focus on that with every ounce of your social power.”
      – Jeffrey Gitomer

Connection is memorable.
Think values—your market’s values. Of course, every sales leader understands this, though it’s easy to overlook when planning a rebranding launch. With every customer interaction, the effort has to be delivering on what they value. Your rebranding launch is the ideal time to make sure your message is on target.

Connect your rebranding to something they care about. Do this, and you’ve made an emotional connection. That’s the most powerful connection.