Everyone knows that a brand isn’t just a logo. It goes a little deeper than that—like Mariana-Trench deeper.
Whether or not you’ve defined it—your company or organization already has a brand. But there’s a risk in not defining what your brand means. First, others will decide what your brand is for you. The second is you’re losing your biggest opportunity with your customers.
Finding your brand’s soul
Like any great and powerful structure, building a strong brand foundation takes time, energy, smart engineering and active management. The heart of every powerful brand is its foundation, which should encapsulate the brand’s personality, its promise to customers and the story it tells.
This foundation is the guiding light for strategic decisions and marketing communications. It ensures that every ad, post, web page, career posting, customer interaction and more is not just consistent, but infused with the brand’s unique essence. Imagine a brand as a person: their foundation is their character, beliefs and the promises they make and keep.
If your logo, personality and tone of voice are what get your audience to swipe right for a match with your brand, its foundation is what makes them buy the ring.
One of the most salient ways that foundation comes to life is through a brand narrative—a short, persuasive and compelling ‘story’ about your brand that showcases the best of your foundational elements.
Why a strong brand matters to your customer
In isolation, your personality, promise and character are essential building blocks. But it’s your narrative that customers connect with on an emotional level. This emotional connection is not just about loyalty— it’s about turning customers into advocates for the brand. It’s about creating a brand so resonant with its foundational values that customers see a reflection of themselves within it. Think about advocates for Apple, Harley Davidson or Tim’s and you’ll know what I mean.
When a brand articulates not just what it offers, but why it exists and what it stands for, it forges deeper connections. This is the kind of relationship that goes beyond transactions to true loyalty.
And the stronger your brand is, the longer your customers will stick around.
Take our Brand Personality Quiz:
Hone in on your brand’s personality by taking the Brand Personality Quiz by Show and Tell here.
