For years marketing professionals have talked and written and cajoled about how important it is to establish, develop and promote a company’s brand. We all know of companies that have spent millions of dollars creating—and protecting their brands.
Often when we think about branding, we think about a company’s logo. But your brand is much so much more than that. And something has happened in the business world that has dramatically changed the way we think about branding.
That “something,” of course, is the Internet, and part of what happens on the Internet is that people (consumers—your customers) talk to each other. The result is that in many respects your brand is not what you say it is—it’s what your customers say it is.
You may think that your brand (symbolized by your logo) stands for outstanding quality and responsiveness. However, if your customers think you’re all about average quality and slow response times—and tell their friends and colleagues that—that is what your true brand is (regardless of how cool your logo or motto is).
That’s why your online presence is so important. The content you deliver on your website helps establish your brand. It can position you as knowledgeable and helpful. It can demonstrate that you deliver value. And it’s a great way to use your website to generate qualified leads. Things such as your blog and your newsletter can help you establish and promote your brand.
So does this mean your logo doesn’t matter? Not at all! You still want to make sure that customers and potential customers remember you. That’s why promotional products and things that carry your logo are still important. But your logo—by itself—won’t get the job done. You’ve got to demonstrate to people who you really are and what you can do for them. Your logo and all your promotional efforts simply reinforce that.
Branding is just as important today as it ever was—but the way you create your brand goes way beyond the creation of your logo. If you’d like to talk more about this, shoot me a note—I can help!