Why is a brand important?
It’s important because it’s your REPUTATION.
It was originated from cattlemen who used a hot iron stamp to differentiate one from another. That is important because that is truly what companies and brand are out to accomplish – to stand out amongst the others.
It is the sum of your business parts and how you are perceived by people – it’s not just a name, logo, brand line, colors, words, sounds but all of those things working together including what the staff says to customers before, during and after the sale. It’s how they feel when they do business with you, it’s your tone of voice and culture. All those things transform into a perception and form your brand personality in the minds of consumers. It is HOW THEY THINK AND FEEL ABOUT YOU and if they want to be associated, helping them make the decision to do business with you.
Brands aren’t built overnight but over time, they EVOLVE for better or worse. The time and money you invest to establish a great reputation must cascade all your attributes and culture internally and externally to the marketplace. When all those things are strategically done right, brands are established.
