Once upon a time, we all thought of brand as a logo and/or a tag line... that was the destination: the golden arches; the nike swoosh - just do it. And indeed, they are so memorable because they captured the essence of the brand and expressed it in a way we could connect with. For most brands, large or small, that pinnacle destination was what we meant, and still mean, by branding. I beg to differ.
Try thinking of your brand as a journey... one that may find one or more of those pinnacle destinations over its lifetime - and - one that keeps evolving. The real work, and satisfaction, of branding lies in the ongoing journey of your brand. As I see the journey, there are three steps, which keep on happening over and over. Let me explain.
Step one - knowing your brand is about creating and discovering the essence of the brand - its values, and specifically what makes it unique. Do you know how your customers, and your people, are perceiving your brand? Like a person, there can be many dimensions of knowing your brand, especially as experienced over time. Your brand remains core to its values, and also it will evolve with new values and new dimensions as it interacts with the world around it.
Step two - expressing your brand Expressing the brand is a milestone destination - a brilliant logo that represents your brand's essence and a compelling tag line that resonates with your customers. And these too, can evolve over time. Customers change, offerings change, social and business environments change and therefore the expression of your brand must change to stay in relationship with its customers. A brand makeover, perhaps.
Which brings me to the third leg of the brand journey, Step three - Living your brand. Truly, your brand is a co-creation with your customer - created with each interaction of the brand and the customer. Is your entire business honouring and living your brand? Be certain that each customer experience with your business will either build your brand or detract from your brand.
So how do you go on your brand journey? As someone said, a coach asks simple questions, so that clients come up with brilliant answers. So ask a few questions - ask yourself what you know, express and live about your brand today. Ask your staff and customers about your brand. What values would they say your brand stands for? What do they see as unique about your brand? How does your business express and live your brand, in their eyes and experience?
And if you could use a gps on your brand journey, let's dialogue about it.
