While they often get confused, your brand is not your logo. Your company logo is the identifying mark of your brand. Think of yourself, your face, your features...eyes, nose, hair; the distinguishing features that separate you from everyone else. That is your logo. Now think of everything behind your face; your brain, heart, intentions; the intangible parts that make you, you. That is your brand. Your brand is the culture, the blood, the life, of your company. Your brand is your promise to your consumers. Your logo is the identifying mark/symbol that identifies you to the world.
Why does a strong brand matter to a company?
Simply put, you need something to stand for.
When a consumer is looking to purchase from a brand, they are looking for a company they can trust. They are looking for quality, a company that cares, and one they can rely on long term. Consumers want a great experience when working with you. And it is 100% your job to ensure they get just that.
Often times when starting a business we are running full speed, trying to gain more clients, pay bills, and increase revenue while decreasing expenses. Especially if we are solo-preneurs balancing all the plates and trying to have some semblance of a life outside of work. However, we are so buried with the day-to-day that we didn't take the time to lay the foundation of our company. Sure, maybe you had someone design you a logo, but that's not the foundation.
What do you want the world to know when they come in contact with your brand? What are you promising your customers when they buy from you? How are you going to leave your mark in the mind's of consumers? That is your brand, that is your foundation. Spend some time answering these questions and use that as a guideline for your company.
We would love to hear what your brand stands for! Let us know in the comments...