A brand is much more than a logo and a tagline. It’s the sum of many strategically selected components that collectively convey a company’s promise to its customers, and hopefully becomes its reputation. When brand development is done right, it goes beyond visual elements and focuses on how the brand feels, believes, and behaves.
Great brands don’t happen by accident. Make sure your efforts are intentional and strategic because wherever your brand goes, business follows. Establishing a solid foundation for your brand is key, but how do you know if that foundation is built perfectly for you?
Bona fide branding
Brands are like people. The best ones are genuine, honest, and without pretense. But they can also be difficult to come by. Unfortunately, many companies make branding choices that don’t accurately reflect who they really are. And then it’s only a matter of time before customers see through this branding mask, and that can do far more long-term harm than short-term good. Establishing an authentic brand from the start will help you attract the type of customer you want—and keep them around longer.
When people relate to your brand, they’re more likely to become repeat customers and even unofficial ambassadors. This kind of brand loyalty is great for business, and also has the potential to blossom into brand affinity, the most valuable relationship between brand and customer. Brand affinity develops when the customer believes your company’s values align with their own. In addition to buying your product over and over, they form an enduring relationship with your brand. Brand loyalty is a pair of high school sweethearts, while brand affinity is a couple who has been married for 50 years.
Maintaining brand authenticity
Building an authentic brand properly from the start sets it up for longevity and helps it stay relevant despite swaying societal and cultural trends. But even an established brand may need to evolve. From rebranding to subtle brand refreshes, it’s vital that the company stays true to the promise their original brand was built upon. Staying grounded by this promise will ensure that the evolved brand will still reflect the company’s values and protect their hard-earned brand equity.
When companies introduce new stakeholders or management, they may be inclined to put a new spin on the brand or make other changes that could potentially chip away at their brand equity. If your company is going through changes, it’s important to ensure your brand continues to reflect what your company stand for—and vice versa.
When it comes to actually promoting your brand, keeping your brand authentic is just as important as keeping it consistent. Brands who choose the “one-and-done” approach each time they advertise increase their risk of straying from their true brand identities. But those whose marketing and advertising choices are authentic to their brand will continue to build their equity and, ultimately, their customers’ trust.
Find your truth with Pearl Brands
When you’re so close to your company, it can be difficult to step back, take an objective look at your brand, and figure out which of your traits hold the most value in your customers’ eyes. Collaborating with a team like Pearl Brands that specializes in strategic branding can ensure your brand puts its best foot forward. Give us a call at 239.313.6059 or send us a message for expert branding guidance.