“Who you are is speaking so loudly that I can’t hear what you are saying” Anonymous
The term “brand” has been bandied so much that it’s meaning has either gotten lost in terminologies or has gotten so complex, that it has become hard to define. The best definition I have heard so far would be one I heard on lynda.com. It says “a brand is a promise”
There are four ways to build a successful brand
- Your brand must be RELEVANT!
Big taglines and mission statements are irrelevant if they do not benefit your customers. So, your brand must herald a value that your customers hold dear.
- Your brand must be AUTHENTIC!
This is ironclad, it can’t be faked, what your brand is and what you say it is should be the same ALWAYS! If you call your company “eathealthy” for instance, you must meet that claim, otherwise right from the get-go, no one will take you seriously.
- Your brand must show COMMITMENT!
What is your brand about? What do you believe in? Why do you do what you do? Your customers need to know these things and that you are passionate about it.
- Your brand must be CONSISTENT!
Your brand is more than just you; it is a choir, every member has to sing the same song for it to work. Not just sing the same song, they have to sing it well too, so constant rehearsals till they sound as one. This is why successful companies spend a lot of money, training their staff on how to relate with their customers and what their values and beliefs are. They do this so every staff, right from the security to the receptionists, echoes what the brand represents.