Logo vs. brand

Over the weekend, I explained to my son the difference between a company with a logo and a brand. The example I used showed the difference between a “no-name” hotel and a brand. All hotels have logos and offer accommodation, not all of them have established themselves as distinct brands with a unique identity and reputation. If a “no-name” hotel with a logo came up with a new line of sports shoes, you wouldn’t have any idea of what they would look like. In contrast, a brand like NIKE who has built a strong identity and trust among its customers. If NIKE were to enter a new market like hotels, consumers would have certain expectations about the experience based on their existing perception of the brand.

I think the key message is that brands should focus on creating a strong and authentic identity that resonates with customers over the long term. This identity should extend beyond just a logo or a product line; it should encompass the values, experiences, and trustworthiness associated with the brand. Building this kind of brand equity can lead to greater customer loyalty and a more enduring presence in the market.

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A brand is not a logo

Your brand is not your logo, I think your brand is the sum total of how your business is perceived, experienced, and valued by your customers. In other words, your brand is the alignment between you and your customer.It's the emotional and practical connection that forms between your business and its audience, ultimately influencing buying decisions and fostering a sense of loyalty and trust. It’s important that you have total clarity on what you do, who you do it for and why it matters before you start your brand.

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Uncovering problems

This idea aligns with the principles of marketing, which focus on understanding consumer needs, wants, and desires, and then tailoring offerings to meet those expectations. Marketing plays a crucial role in bridging the gap between what is produced and what is desired by consumers. By identifying consumer preferences, conducting market research, and utilising various marketing techniques, organisations can effectively communicate the value of their products or services to potential customers. This process involves crafting messages, creating branding strategies, and utilising persuasive techniques to influence consumer perceptions and ultimately drive demand.

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The capacity to increase the valuation

Here’s a framework for creating marketing value for your organisation (V.A.L.U.E)

-       Understand how VALUE is created within your organisation and how it is created for customers.
-       Be ACCOUNTABLE to your organisations value creation metrics.
-       Use the LANGUAGE of value creation.
-       Scale the UNDERSTANDING of value creation across your organisation.
-       Have an EVIDENCE based mindset and report regularly using the agreed value-based metrics.

Creativity is critical not only to brand building, but also to value creation as a whole.
a) Do you understand where your brand value is created?
b) Do you understand how your customers perceive and receive value?
c) Do you understand the value your brand delivers both short and long term?

Contact me via e-mail for a meeting on why you should use business language and not marketing jargon deeper when speaking about your organisations brand value.

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Risking your reputation

Many brands are built on a single belief that "claims" superiority in a crowded marketplace. Managing expectations is the practice of communicating information to prevent gaps between stakeholder perceptions and business realities. The theory of strategic narrative are tools that actors employ to promote their interests, values, and aspirations. Inaccurate stakeholder assumptions can result in failures and perceptions of failure. When working with brands I think strategic narratives should define "who we are" and "what kind of world order we want."

“You have to willingly give and graciously receive, and if you have to think before you give then you are trading.”

— Burrellism

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What is your story?

I think for brand storytelling to work, we have to understand where we’re starting, where it is we aspire to be, how much time we’re willing to invest and how committed we are to executing this consistently. And that’s when we’ll see the relative force behind a brand story jump dramatically. The force is your brand story and what you are able to accomplish by committing to it over a specific period of time.

How consistently will you tell your brand story? This usually follows closely on the heels of an organisation’s willingness to change how they approach marketing and how they connect with audiences. Are you trying to accomplish great things but refuse to step away from your brand-centred tactics? Alternatively, are you willing to become customer-centric and shift your efforts in their direction? Where you are right now with your level of sophistication in brand storytelling? Contact me via e-mail fro arrange a storytelling workshop for your brand.

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