Is a brand simply a name or logo? No! It is so much more than that, and it is really important that it accurately represents who you are. A brand is not one specific thing, but rather a person’s perception or feeling about a product, a service, a company or an individual person. Your brand is reflected in tangible things such as your logo, your website and your color scheme, as well as intangible concepts like your company culture and customer experience. You should think of your brand as an ever-evolving way to distinguish yourself from your competition and portray the values and purpose of your company – and as your business grows and develops, so should your brand.
Your brand can have a powerful impact on the success of your business, so it is important to keep it fresh! This series will lay out the 7 most effective things you can do to refresh your brand. The first two are to “reflect your brand purpose” and to “refine your voice”. Here is what that means:
1. Reflect Your Brand Purpose
WHY do you do what you do? This is what your brand purpose conveys. And it is not about making money – this is about the humanistic reason your company exists and it should provide the foundation that everything else is built on. Truly defining your purpose will keep your brand presence engaging, magnetic and solid. Dove is a great example of a brand with purpose, as it uses its messaging to promote confidence and improve the self esteem of girls around the world.
2. Refine Your Voice
The personality of your brand comes through in the words you use when addressing your target audience. Any time website copy is updated, an ad is launched or social media content is posted, your voice is being communicated and it can determine how customers perceive you. Refining your voice can provide consistency in your messaging every time you put something out into the world. Think about how you want to connect with your audience and make sure your voice matches what you want to convey, and keep your messaging simple and connective.
Be sure to check back next week for more great ways to refresh your brand!
To learn more about how to create a compelling and profitable personal brand, pick up a copy of “The Total Package, 5 Keys to a Profitable Personal Brand”
Photo image: Kat Rippy, Energize Leadership