Brand is what people say about you when you aren’t in the room. I believe this statement was originally said by Seth Godin, but it was probably even said before he said it.
A brand strategist helps make sure what you want said is what is said.
Let’s talk about brand
When I say Nike, Patagonia, Kelloggs, HP, Staples, JCPenney’s, Target or going to my healthcare roots: Mayo Clinic, Johns Hopkins, MD Anderson, or Cleveland Clinic – what do you think of when hear any of these names? I would imagine your thoughts went to something you’d also use to describe a person you know, like, and trust (or if you aren’t fans of one of these brands, how you’d describe someone you don’t want to spend time with).
As I’ve talked about before, the brand is a clear understanding of the who, what, where, and when of your business. It is what drives your business. It brings the purpose of the business to life. It is the personality in terms of how you speak and how you make those you serve feel. It is a deep understanding of the problem you solve for those you serve – also known as your target audience.
Brand strategy then is the plan that brings the brand to life. The key role of brand strategy is to bring the ideal target audience and the business together. And that strategy touches every interaction you have with your audience – it is the experience they have with you in person or online, in print, virtually or otherwise. It is the way you communicate in person and on your website, your advertisements, your contracts, and your invoices. It is how you recruit new employees and recruit new clients. And it is how you treat them.
A brand strategy creates boundaries that keep you focused on the vision for your business, while still allowing you the flexibility to adjust and course-correct as necessary.
As a brand strategist, I help my clients gain clarity about the purpose of their brand so they consistently telling their story to the right people. And the result is confidence in growing the business.
Brand is an asset to your business
Your brand is an asset to the business and it needs to be protected. Brands are worth money.
The cost of replacing your brand is known as brand equity. To determine how much equity your brand brings to the business, put a dollar value on how much time and effort it would take to rebuild, develop, and replace the brand you’ve established. Then take into consideration the value of the advantage your brand in terms of market share, price, sales and reputation.
“If this business were to split up, I would give you the land and the bricks & mortar and I would take the brands & trademarks, and I would fare better than you.”John Stuart, former CEO of the Quaker Oats Company
Your brand is what is said about you when you are not in the room.
A brand strategy will help you make sure what is said is what you WANT said. And to get there, a strategist will help guide the way.
Resources mentioned in this episode:
- How to calculate your brand’s equity
- Brand strategy: do you need one?
- Branding is a verb
- Characterizing your brand
- Setting boundaries for your brand
Become an Advisory member of the Brand Confidence Mastermind!
As part of the Brand Confidence Mastermind, you’ll focus on creating an understanding of your brand, your audience, the services you provide, and the experiences your clients have with your business.
Whether you are a start-up, a business focused on growth, or a manager with marketing in your assigned duties, this Mastermind is designed to bring you clarity, consistency and confidence in the work you are doing to build, nurture, and protect the valuable asset your brand represents to your business. You will feel such a deep connection and ownership in the brand you represent that you’ll think at a critical level how the decision you make today will impact the reputation of the brand tomorrow, next week, and next year.
As an Advisory member, you’ll help shape the format of the program and guide the focused discussions. In return, you’ll receive a discounted membership rate. Set up a discovery call and we’ll discuss if the Mastermind is right for you.
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