Let's head up to cruising altitude to take a look at what a brand is, and what a brand is not. At 30,000 feet you gain the ability to think differently about your brand and it’s fitness level. You also learn steps that will strengthen the relationship customers have with your brand in order to drive growth and revenue for your organization.
A good brand encourages someone to buy a product or service. It directly supports the marketing and sales activities that are in play.
However, the brand does not explicitly say "Buy Me." Instead, it says, "This is what I am, this is why I exist. If you agree, if you like me, you can buy me, support me and recommend me to your friends."
That is a subtle difference, but an important one as you analyze your brand's strength.
Branding precedes and underlies everything your organization says or does. It drives the content on your website, serves as the foundation for your marketing campaigns, gives personality to print materials, and expresses values that make people smile as you interact on social media.
It starts from your core. Just like physical fitness, your brand's core is a true indicator of overall strength.
The core of your brand is comprised of three things that you must define:
- Essential Value
- Brand Strategy
- Brand Story
Once your brand's core is articulated, it drives brand elements and brand communications.
Check out Branding From 30,000 Feet: Part 2 to learn about brand elements!