Because you asked: today, we diverge from the usual interview and Max breaks down the very concept of ‘brand’ into easily digestible parts.
So is it just a logo?
What is a brand?
If somebody asked you this, would you know how to answer?
You might need a moment to ponder. You have an idea of what a brand is but explaining what it is?
That’s another story.
Here’s how most people define a brand:
Despite what most people think, a brand isn’t any of these.
Don’t get us wrong. We use these to create a successful brand identity and business but they don’t define what is a brand at its core.
A brand transcends what you see on the screen or even the product itself. It isn’t visible nor is it tangible.
Here’s how our brand builders at Capitalism define it:
Each time a customer engages with your brand, they create a story. A story that shares what they expect from your brand and how it makes them feel.
That’s why proper branding is critical. Your want your brand to hit the right emotions and to craft the right setting for their story.
And this takes time.
Ideally, you aren’t selling your product or service just once. You want to attract ideal customers who return and buy from you again and again.
You want to build a relationship with your customer that spans a lifetime.
But that depends on the relationship.
There are some people you hate and avoid like the plague. There are some people you love and you crave their company.
Brands are the same way.
You want people to love and feel attached to your brand.
You want to build a relationship where your customers love your brand’s story and how it makes them feel.
But how do you do this?
When you’re in a relationship, there are commitments expected from your partner.
People also have expectations with brand promises.
When you buy an Apple product, you expect high-quality and innovate tech products.
When you purchase from Johnson & Johnson, you expect gentle products for your baby.
Great brands deliver the promise of quality backed by a money-back guarantee.
If you want to sell dog leashes on Amazon, prepare yourself for competition.
How do you launch a business where you beat the competition? Where people buy from you over everybody else?
It isn’t enough to just be different.
A color change or flashy ad isn’t enough to build customer relationships. Not even the product itself can be your primary marketing point.
Distinguishing yourself from the competition requires a new standard: meaningful differentiation.
And branding is your key to achieving this standard.
Want to know the secret to creating a brand that sells?
Before a customer purchases your product or service, they embark on a journey that often looks like this:
With each touch point you further immerse your customer in a story where they feel like the hero.
But the journey doesn’t end after the sale.
Let’s say your customer contacts customer service to resolve a problem but receives poor service.
This single touch point can dismantle the relationship you built thus far.
And this scenario can stir controversy. Because some argue that customer service is distinguishable from marketing.
From a branding perspective, this is untrue.
A winning marketing strategy and a winning customer service team are both important for branding.
The best brands communicate customer-focused messages at ALL touch points.
You can now answer with confidence.
A brand . . .
You can have amazing graphics and a killer sales funnel strategy, but without these three principles, you don’t have a brand.
If you realize that you’ve been approaching your brand identity from the wrong angle, worry not. We all know that building a brand is challenging.
But that doesn’t mean you have to do it alone.