Many people confuse a logo with a brand and it is used interchangeably. Your logo is not your brand. In fact, neither is your mission statement, product or vision in and of itself. These elements are part of your brand’s identity, and a reflection of the brand but the brand itself is so much more. According to branding expert and author of “The Brand Gap, Zag”, Marty Neumeir, a brand is “a result”. It is “A customer’s gut feeling about a product, service or company”. In other words, it is your customer’s individual perceived notion of your company’s or organization’s reputation and image.
So, if the customer’s perception of your business defines your brand, how do you build your brand? What if you are a startup organization? The key to building your brand is to establish the visuals, messaging, story, culture and communications in a way that makes a claim that produces the “results” or builds the reputation you desire. As I mentioned in my article, “Building Your Brand’s Identity”, Your brand is the what, who, why and how. This includes how you and staff members interact with customers, the quality of your products, your story and how you tell it, and the way and style in which you display it. You can control the narrative and build the brand you desire.
Stephanie
