Your Brand Is Much More Than Your Logo. Here’s What Really Makes Your Brand Stand Out To Customers

Your Brand Is Much More Than Your Logo. Here's What Really Makes Your Brand Stand Out to Customers.

Branding is one of the most vital parts of growing a business. It’s how you differentiate yourself from your competitors. It’s how you stand out from the crowd, and it’s what your customers feel when they think of you. It’s the promise you make to your customers, and your business’s success depends on how well you fulfill that promise.

Your brand is the exact blueprint of how you will represent yourself to your customers. It’s the manual that tells you and anyone in your company who and what your company is not only from a design standpoint but also, who your customers are, what their wants and needs are, what the voice and tone of your marketing efforts and communication will look like.

Branding is the upstream driver of everything that comes underneath a business’s marketing campaign. It drives culture, tells customers what to expect, and ultimately drives a business to succeed or fail.

We’ve all seen brands change and grow throughout the years. Logo changes, changes in marketing messages, new angles and approaches to delivering a product or service — a brand’s changes evolve and mold to fit different changes in the market. Most brands who’ve stood the test of time use these three ways to differentiate themselves and stand above their competitors.

1. Sell emotions

If you look at great brands, you’ll see trends emerge. A mentor I once sought for advice used to say, “success leaves clues,” and while there is a lot left unseen when you look at large corporations… There are many traceable and tangible variables that can be monitored and valuable information to be gleaned from them. First and foremost is that most brands sell emotions.

Coca-Cola sells happiness. So does McDonald’s. Visa sells the feeling of freedom. Toyota sells freedom, reliability, adventure. Many large brands sell you a feeling and deliver it through service or product. They deliver it through an experience.

Understand what emotions your customers are craving, and you will win your branding efforts. Oftentimes, a business’s marketing campaigns focus too much on delivery mechanisms and not the state the customer will be in once they receive the product or service.

Most customers don’t actually want the specific item, service, or product they purchase. They actually want more safety, security, happiness… or less pain, less stress, less time or effort output, and more results. Most customers’ wants and needs are simple. While attempting to stand out, entrepreneurs tend to overcomplicate things and think that because their mechanisms of delivery for their products are so different from their competitors that their customers care as much about it as they do.

This isn’t true… Ask yourself questions like;

  • What emotions are evoked when my customers receive my product or service?
  • What are the pain points that my customers are trying to solve?
  • What is the end-state of receiving my product or service for an extended period of time?
  • What are the results my product or service delivers?

Use the answers to these questions to understand what your brand or business delivers. Create a roadmap of the emotional journey your customer goes through. Then speak to each part of the journey in your marketing messages.

When people are first learning about your product or service, what are the emotions they are feeling? As they move from a cold/unaware person to a warmer and more educated lead, what emotions and thoughts do they have about your product and service?

Map the customer journey using emotions as the basis for transformation and let your marketing then speak to each segment as they move through the conditional logic that is your marketing funnel.

Related: 4 Ways to Sell More Using ‘Customer Journey Optimization’ Strategy

2. Consistency is key

Consistency is the key to any branding campaign. Since branding is a promise, you make to your customers. This promise MUST be made consistently throughout your front and back-end marketing campaigns to maintain integrity.

One of the hardest things about our current entrepreneurial world is how many shiny objects fly around our purview and get us distracted. I have often found myself exploring new and deeper territories of marketing, new ways of advertising, or new ways of delivering our product or service.

It’s so easy to see a gap in the market and innately rush to try to fill it. As entrepreneurs, we capitalize on the opportunities we see in front of us. That’s the job of an entrepreneur… It’s to see room for improvement in society and then create that improvement.

When you define your brand, you create a container for your business. You figure out what fits into “the box” that defines who and what your business is and who it serves. You understand what it is that you do you and what you don’t do. When you’ve created this roadmap, it allows you the ability to say no to opportunities that will create inconsistencies in your business.

Define your brand, create a consistent message that speaks to your audience’s emotions, and make sure you continually measure any and all new possible products, services, or marketing channels against who and what your brand is. If it fits, run it. If it doesn’t, you’ll know, and saying no will be so much easier.

Related: 5 Steps for Making Your Brand Identity More Consistent

3. Create Community

Branding isn’t just about messaging anymore. It’s not just about consistency either. It’s also about creating community. The best brands created communities accidentally. For instance, Costco didn’t intend to create a community with their memberships, but you know if you’re a Costco member and you’ve had a discussion with another member that you’ve likely talked about some product or service they have. Maybe you like their gas or their return policies… Maybe it’s the deals on dried mangos (that’s me). I often find myself sharing tips, tricks, or items I have found valuable there… but it’s only relevant to those that have a membership.

You’ll find that communities are created inadvertently by large brands. If you own a Toyota 4Runner, you’re a part of a club that only 4Runner owners can be in. That community of enthusiasts then created more containers for the community online through forums, Facebook groups, and other places to gather and exchange knowledge.

eBay is another great place to look at community building done through forums. If you google nearly anything about eBay, you’ll find that their forums generally dominate the SERP. In those forums, you’ll find sellers and customers collaborating to find answers to their questions.

Large brands create community by their prominence in society. Just by buying a product or service, you signal to others in the world that you are a person who “does things like that,” as Seth Godin would say.

Related: 4 Reasons Why Focusing on Community is Your Best Brand Strategy

If you buy a Tesla, you signal to the world that you’re forward-thinking. Maybe you like technology, renewable energy, or you just like fast cars? No matter what emotional reason you bought the car, fun, safety, prestige, status… or any other reason, you still signal to the world that you’re the type of person that would buy a Tesla, and you join a silent club of Tesla owners.

Great brands don’t just silently induct you into communities… Great brands create communities and places for their customers and clients to congregate, communicate and create new relationships. Look at Peloton and the gamification and ability to ride in classes with others or look to Literati, the online book club curated by celebrities and thought leaders that allows you to not only get access to the knowledge that has shaped Stephen Curry, Malala Yousafzai, and Richard Branson’s life’s, but you actually get access to a community where you can speak to other book club members and the curators themselves.

This type of community creates 2 powerful psychological processes.

  1. Habituation
  2. Reliability

In the age of information… finding the information we actually need is sometimes like finding a needle in a haystack. We often find ourselves with answers, but because the internet is open source, it’s hard to trust that the information we get is true or exactly what we need…

When you create a community and involve celebrities and thought leaders, you do two powerful things for your customers. You allow them to relax and trust the information’s validity (compared to a forum or googling.) You’ve earned social authority with them by leveraging someone they know, like, and trust…

At the end of the day, branding is much more than marketing or a logo… Branding is exactly how your customer feels about you and your products/services and every touchpoint they’ve ever experienced from your business. It’s about providing your customers with solutions to their problems that create a change in their lives and, most importantly, in their emotional state and quality. It’s about creating a consistent place of business where they can reliably come to get their needs met. And most importantly, it’s about creating a community where they know their answers will be met with the best and most reliable information they possibly can get.

As information and technology become even more widely democratized, your business and brand will win or lose based on these three foundational factors. Can you define who you are, who you serve, and then consistently provide solutions and community? Answer yes to these three questions and your brand will inevitably grow, win more market share and become a staple in your customers’ lives.

Scot Chrisman

 

By: Scot Chrisman Entrepreneur Leadership Network Contributor

 

Source: Your Brand Is Much More Than Your Logo. Here’s What Really Makes Your Brand Stand Out to Customers.

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[…] many other businesses grow enormously on Shopify using years-long experience in social media branding and marketing […] SOCIAL MEDIA BRANDING : Social media branding has been a convenient tool to reach customers for many years. Even though social media branding has become more redundant, sometimes there are way too many businesses appearing on our timeline […]
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YourCMO – On-demand Chief Marketing Officer
BRAND MARKETING: PITFALLS TO AVOID, STEPS TO SUCCESS! Jan 19, 2021 Brand Marketing: Step-by-step guide to creating a strategy Is branding really essential to promote your business? The answer is yes! Read More
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Sure Exposure Inc. – Recherche Google
[…] Sure Exposure, Inc — a top-rated digital branding and marketing company by the Silicon Valley Journ […] – Digital Branding & Marketing […]
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[…] ” ​ Regarding the upcoming rebrand, it was revealed that a professional firm that specializes in branding and marketing has been hired to put together the launch of the new name […]
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Website Designing Company in Gurgaon, Delhi NCR – Junipero IT
[…] Website design and development, SEO promotion and branding […] Branding is for making a mark, establish, and actively shaping your brand into the customer’s mind […] 08 Branding & local SEO Empower and enhance your brand with localized SEO […]
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UNDP – Multimedia Designer Consultant
untalent.org – Today
[…] Secretariat in developing cohesive multimedia communications to support the MPHSTF Communications, Branding, and Marketing (CBM) strategy—including, but not limited to, campaign branding and production of audiovisual materials and content to support the implementation of th […] The brand development should correspond to the common UNCT Branding guidelines […]
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[…] I attended one of Kelly’s Zoom Coffee Talks on resume writing and personal branding, something I had never really thought about before […]
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[…] offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services […] Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, and she is a popular marketing and branding keynote speaker […]
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Lexpert ® | Best intellectual property litigation lawyers in Ontario
lexpert.ca – Today
[…] She also co-leads the innovation, technology and branding practice, heads the intellectual property litigation group and serves as lead director of th […]
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Evolving place branding strategies for new challenges
Whilst the impact of the pandemic is ongoing, the 2021 Survey has been able to look back on the past year and forward to the next, to explore the longer-term changes this is bringing to the practice of place branding and marketing for cities, regions, and nations around the world. This survey is only available to download if you have purchased the PDF or if you are a member of City Nation Place Connections. BECOME A MEMBER NOW To download please sign in.
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Trademark Attorney – Remote – Indeed.com
[…] This opportunity is great for a IP attorney who loves the wide field of small business formation, branding and protection, while also looking to work in along side a firm that provides great flexibilit […]
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Ten Branding Reputation
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Logo Bucket – Lets Get Into The Wild Logo Creator Kit With Personal License

Now you can create almost all the outdoor activities logo with this kit, it just limited by your creativity. Here are the thing that you will get: 240 Icons, 200 Badges, 200 Ribbons, Soil Texture, Awesome Fonts, Handcrafted Premade Logos.SEDUCE YOUR CUSTOMERS WITH THIS PLAYFUL VISUAL! Created for entrepreneur, shop owners, small business, startup, blogger, creator and logo templates artist that have playful branding style. With 20 Templates included, will help you create colorful and stunning posts effortlessly.

Imagine how many logo or illustration that you can create with this creator kit, either creating designs for yourself, clients, or use it for end products, this creator kit will help you get them done quick and easily.This Templates cover all of these post categories: Article, Podcast, Vlog, Catalog, Check Out New Post, Coupon Code, Discount, Event, Full Image, Info Announcement, Live Announcement, Logo Reveal, Poll, Product Launch, Quiz, Quote, Shop Now, Testimonial, Tips, Website Promotion and much more….

Read more: https://buy.logobucket.store/customers/

LogoBiz – In Just 3 Simple Steps, Create Pro-level Logos and Say Good-Bye to ‘Over-the-Top’ Designing Charges and Tiresome Working Hours

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What if you could get Pro-level, Eyeballs Catching Logos for Your Business at an Insanely AFFORDABLE PRICE…. What if you could offer those services to OTHER businesses??… And with NO EXTRA WORK ON YOUR PART??….

Get Your Hands on a Striking Collection of 200+ Pro-Level Logo Templates (in both PSD and PNG Formats) at a Price Much Lower than what expected to be paid for a SINGLE ONE and Forget about ‘Money-Sucking’ Graphic Designers and Tiresome Working Hours. Now You Can Build Your Own LOGO or Your Client’s LOGO within 5 Minutes ONLY

STEP:1

Open Selected Logo Template in Your Media Editor:

From our 200+ Templates, you can choose your desired Logo Template in your Niche. Open the PSD File in your image editing software like Adobe Photoshop, Gimp etc.

 

STEP:2

You can Edit the template as you want. Insert your desired text, change font size, color, layout etc. And You are Good to Go!

STEP:3

Save Your Logo and BOOM! It’s Done:

 

Yes! Your Logo is ready. Save or Export your Logo in any format you want, like JPG or PNG. And Your Logo is Ready to Rock Your Brand’s Identity.

Take a Look at How Easy Your Editing Will Be

No Matter What Your Business is…. If you are looking forward to uplifting your Profits and Brand’s Recognition to New Heights, then LogoBiz is FOR YOU!!! No More Investing Tons of Money on Logo Designs Again!

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No need to invest hundreds of dollars in software that’s supposed to “help” but only leaves you more confused than before, No more waiting for days for logos to be finished… Just 5 Minutes and your stunning logo is ready to rock…

  • Just Grab ‘LogoBiz’ and Get Splendid Logos for Your Projects and Your Client’s Projects almost Instantly!!!
  • Imagine How Impressed your clients will be if you show them your work which you’ve done in Just Minutes!
  • The Best Part is…You can Charge Any Amount You Want and Your Client’s will be Happy to Pay You.

You pay through the nose to get quality logos when you need them and watch your bank account being drained, NOT to mention it usually takes days for the designer to finish work, only for it to look like anything but Your Dream Design and On top of that, you need to be 100% sure that the logo you are using is 100% Copyright Free to use as your own Trademark.

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How To Create Stunning Graphics With PixelModo

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Pixelmodo is a cloud-based tool that makes it easy for anyone to create the graphics needs for any online business without needing any design skills or experience. PixelModo is ideal for eCommerce, where the competition is tough, and bright alluring designs stand out and attract traffic. In any online business, sometimes you just need a quick graphic for a website, a logo, banners for your social media campaigns, etc.

And if you’re like most online marketers out there, you’re probably not an expert at graphic design.Most of us aren’t. So you have a few options..Unless you’re an expert graphic designer, creating quality images and graphics is one of the big things that seems to hold most of us back.

We’re either waiting to get a graphic back from a designer, or we’re trying to fumble through the complicated steps to doing it on our own.That’s because…The graphic design tools out there are not created for us ‘regular people.’

They’re created for designers. I don’t know about you, but I don’t have time to spend days or weeks becoming an expert at Photoshop or Illustrator.

Watch How Easy It Is To Create Stunning Designs With Pixelmodo

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Pixelmodo’s Simple Dashboard Makes It Easy For ANYONE To Use… Even Newbies!

Most graphic design tools charge you a per image fee for premium images, but Pixelmodo gives you access to over 2.5 million high-quality images to use in your graphics and over 1 million motivational quotes to use in your social media for FREE.

Save time by always having a solid starting point with stunning templates included at no cost. Most tools are focused on just social media images or just icons or logos, but Pixelmodo gives the ability to create any image type you need in your online business with just a few clicks of your mouse.

There is no learning curve like other complicated software tools like Adobe Illustrator or Photoshop. Login, choose the type of graphic you want to create, and you’ll have a stunning graphic for your online business in just a couple of minutes… even if you don’t have any prior skills or experience.

Most design tools either cost hundreds of dollars upfront or require a monthly investment, but when you get access to Pixelmodo right now, you’ll get instant access for a low, one-time investment.

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CREATIVE ANALYSIS OF 10 WINTER GAMES LOGOS

Branding experts say a logo design needs to be unique but timeless, memorable but simple. So how do you create a logo for an event that’s already occurred nearly 20 times? Every four years, designers from host countries around the world create a new logo for the Winter Olympics. These logos must to represent […]

via CREATIVE ANALYSIS OF 10 WINTER GAMES LOGOS — venitism

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