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How do you go about building a knockout brand? Here’s the one two punch of brand building, and it might not be what you think. Think values and trust, not just colors and logos.
Building a Brand is about (1) what you stand for and (2) the value that brings to those exposed to your brand. If what you stand for is a value system that others want, and want to identify with, you will be able to make your brand easily recognizable.
1. Start by developing a mission statement. This will be the reason you exist and the value you create. In order to become recognizable, your mission statement must be brief, yet contain the essence of your purpose. (What are you trying to do?)
· A mission statement for a bank might be: To be the greatest financial strength in the industry in order to provide maximum lending opportunities for our customers.
· Or, your bank may be built on relationships: To bring back hometown banking based on community relationships and values.
2. Develop a memorable tagline. Your tagline will express who you are and what you do.
Financial Strength--For Life’s Big Opportunities. (Bank One above)
With Good Friends and Neighbors, Hospitality Counts. (Bank Two above)
3. Create a recognizable face for your company. When someone sees anything written or spoken about a company, they should be able to identify both the company and the values behind it (low cost leader or custom and handcrafted?)
Hire a branding company to develop your brand image—(web, stationery, colors, logo, tagline, mission statement, business cards, postcards, brochures, collateral, newsletters, mailers, rate sheets, warranties, informational cards, posters, signage, advertisements, letters, project sheets, bios, headshots, products, product names, branded or corporate clothing, etc.)
3. Build Trust. To be believable, you must build trust with your audience. What is the desired public image of your business or service? Consider how you will go about demonstrating the moral and ethical position of the business or service, the description of your products and services, your geographic market and your target market.
4. Develop Values. Your values should mirror the mission statement. Honest, ethical treatment of others, care and compassion, dedicated service, quality craftsmanship in the creation and delivery of products and services, rapid and responsible, reliable and repeatable. Absorb the values into your company culture, rules and systems, and let others know of your expectations. If you build a company brand on providing the freshest quality, farm-to-you produce, you ensure the ripest berries, non-wilted lettuce, crisp, bright carrots and a strict-date freshness—always.
5. Seek and Reward Brand Loyalty. Build and reward brand loyalty. Those who simply would not go anywhere else to seek such a valuable service or product will do your marketing for you. You know and reward your customers with brand loyalty programs—giving them what they expected and more.
Building a Brand is about (1) what you stand for and (2) the value that brings to those exposed to your brand. Branding your company is not only the name and visible recognition; it is your face in the community—what people think of, and know you stand for when they hear your name, your products or your people. If you don’t have trust, you don’t have a brand. Branding is when a need is met and trust is fulfilled.
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