Your logo’s on your advertising, social media posts, all over your website and in your emails.
That’s a big fat tick for branding done right.
Wrong.
What you’ve been doing is an amazing marketing job at getting in front of your customers.
But branding isn’t marketing.
And your branding isn’t your brand.
People use these two words interchangeably and this is the biggest misunderstanding and mistake.
Your brand is a business asset.
Just like bricks and mortar, your team, your stock, they’re tangible assets.
Your brand is an intangible asset. Let me demonstrate:
In 2017, Coca Cola’s tangible assets are worth $50 billion.
But, Coca Cola’s business value is $120 billion, and that’s thanks to their brand.
If Coca Cola ignored their brand and branding activities then their accountants wouldn’t be so busy and they wouldn’t be worth anywhere near as much.
But that’s exactly what you’re doing.
You’re undervaluing your brand but treating it as a marketing tactic instead of a business asset.
Once you understand your brand and your branding, you’ll see so many opportunities to grow your business.
So without further ado, let me introduce you to what your brand and your branding really is.
A brand is a thing (noun).
It’s the driving force behind every action of the business.
It’s the business roots.
It’s your purpose, principles, point of difference, and personality all wrapped up into a perfectly designed bow.
The brand exists in the hearts and minds of your customers.
Branding is the action you take (verb).
Branding is how you communicate your brand through visual and verbal expressions.
It’s how we show up in the world.
It’s how we leave people feeling.
Your brand strategy is to win the hearts and minds of your customers through your marketing activities.
If you’re interested in increasing the value of your business by creating a brand that wins the hearts, minds, and wallets of your customers, then DM me now and we’ll set up a time for a virtual coffee chat.
