What is a brand? Is it a logo that everyone recognizes? Is it the jingle a business uses for their commercials? Is it their website? The colors they use? Brand Navigation’s Principal and Creative Director, Bill Chiaravalle sums up the idea of a brand in one simple sentence, “brands are promises that consumers believe in.” According to Chiaravalle if a consumer trusts in a company and has a strong case of “brand loyalty” they have successfully branded themselves.
But how do you do this? How do you establish your company as a brand? Branding is not just about one specific part of your business; it covers every aspect of it. “Branding is about creating a feeling and a response in the minds of your clients and customers.” Here are some tips for establishing your company as a brand.
First off, what is the name of your company? Does it convey what you represent? For example a new children’s clothing exchange site calls itself ThredUp. Geek Squad is another example of a name that establishes what the brand is about in the business name.
Your website is another opportunity to promote your brand. What does your website promise to your customers? Does your site reflect a big picture of what you want your customer’s to think of you? Sobe Lifewater does a great job of this with their site. It is full of hip, young, and in shape people who stay healthy and happy by drinking a Sobe. This is the picture the company wants you to have of their drink.
Your company’s mission statement is an opportunity to plainly tell the world what your brand is. For example, Subway’s mission statement reads, “To provide the tools and knowledge to allow entrepreneurs to successfully compete in the QSR industry worldwide by consistently offering value to consumers through providing great-tasting food that is good for them and made the way they like it.” This tells the consumer not only about the way they make food, but also the way their stores operate. On the other hand some mission statements are simple sentences, like the American Motorcycle Association’s, “To protect and promote the interests of motorcyclists while serving the needs of its members.”