What is a brand? Is it a symbol? Is it a drawing made into a logo? Is it a feeling or a taste, sight, sound or thought?
Well – in a way it’s all of these things. A brand is the public’s perception of your company. A logo helps to remind the public that you exist, and your brand messaging gives your business a fighting chance at being perceived in the ways that you would like to be perceived.
Let’s ponder for a minute on a few brands. When you think of Walmart – how do you feel? What are the clientele like? And what kind of service and quality of goods do you walk away with?
Okay, great. Now what about Lee Valley, Best Buy or Apple.
What’s the difference in quality here?
You see, Walmart knows who they are – and they own it. This chain of cheap and unsophisticated storefronts knows that it caters to low income earners who are looking for deals. They don’t need anything special – they just need the bare essentials.
Now, what about the other companies? Lee Valley is a high end woodworking tool store which also sells other miscellaneous items. However, they’re mostly a highly specialized and niche company.
Best Buy and Apple sell high quality electronics, and that’s about it.
These higher end places are known for what they sell, and it's known that they’re the best at it. So – this begs the question. Which one are you? How are you packaging up what you do and selling it to the public?
Are you the Walmart of your industry? Or are you a little more sophisticated?
Now listen, there’s nothing wrong with Walmart, unless you go there and people watch on a Saturday afternoon. If your brand messaging speaks to the Walmart folks, then don’t change a thing.
But.
If you don’t like Walmart, then take some lessons from some of the more high end brands.
Create marketing material with quality in mind. Share messages that speak to those types of people. Take on a multitude of projects or clients, but don’t forget to have values and morals – make moves that are aligned with your best self, and be patient.
Now, branding and sharing your messages with the public can be challenging. I know you’d likely rather just focus on your work – but if you want to grow and expand, this is definitely important.
If you need help with this, even just a conversation for a better sense of direction, four32 is always here to help.
To Your Success,
Jay Ashcroft
four32 MEDIA