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Branding, personified.

What exactly is branding and why is it essential to a business? Put simply, your brand is your business avatar – a tangible representation of your company ethos.

It is the face, personality, thoughts and feelings of the company that interacts with consumers on every level.

So it’s kind of a big deal getting your brand right. In the same way that you have an identity, so do companies.

If you think about some of the most influential brands of our time they all have a clear sense of what they are about. You should be able to describe the essence of a brand in just a few words. For example;

Apple
– Sophisticated
– Technological
– Pioneering

Nike
– Motivational
– Athletic
– Innovative

You can almost imagine them as people with these personalities traits right?

These companies have such a strong brand presence because their message is crystal clear. Consumers know where they stand and what to expect. They have successfully cultivated a sentiment that people aspire to and want to be a part of. So when customers buy from these brands they are not only buying the product, they are buying a piece of what that brand represents – to them, and to the wider world.

Branding is more than the sum of its parts, it is an overarching sentiment that leaves a lasting impression in the minds of your customers. It is a promise to them and must be upheld in order to maintain authenticity, trust and loyalty.

So what are your business’ key personality traits? And would your customers agree?

Always remember, it’s not about what you want it’s about what your customers want.

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