As anyone in marketing or business knows, branding can make or break you.
You can have an amazing product, all the money in the world, and the best promoters in the world; but if you cant get across what your company stands for, youre dead in the water.
Unfortunately many businesses get confused about what successful branding is, and think it is just about creating an image for your brand, A truly successful branding campaign, however, involves so much more than that.
In this article I want to discuss 3 keys to successful branding, what most companies are missing, and how understanding these concepts can make you stand out from all of your competition:
1) Branding Is About Sharing Your Passion
Most companies get part of the branding equation right, which is building an imagine of what your company stands for.
However, thats only half the equation.
Even if you communicate what your companys focus is, such as BMW being associated with luxury, your customers still dont know why youre in business, and why you make products in the first place (other than because you need products to sell so you can make money), so you still end up looking like a faceless corporation, with no real emotional, connection to your customer, or trust that is present in a normal relationship.
2) Branding Is About Creating A Human Connection
In every area of our lives:
Our relationships, and our families, who and what we want to surround ourselves with; were constantly looking for meaning in things; we use meaning and motives to understand who we can trust, who has our best interests in mind, and to connect with people and things.
Customers want to feel that the company cares about them, that the company has a story to tell, a past, a driving belief that guides the company in everything they do, so that the customer has things they can emotionally connect with, and develop a real person-to-person (sort of) relationship with the business or company.
Customers want to know what your company is all about, but they also want to feel like your company has passion, purpose, and a mission that is driving you to do all the things you do.
3) Branding Is About Telling A Story
Going back to my BMW example, what if, instead of just creating an image of selling luxury cars, BMW went out of their way to say to customers:
We dont just build luxury cars like Lexus or Audi or Mercedes; were a step above them while they just build their cars with todays features, our goal isnt to look at what a car can be today and build that our passion is looking to the future, at what the car has the potential to become, and were always striving to build a dream for people. Thats been our goal from day one at BMW.
Then, imagine they list off a bunch of innovations that BMW was the first to develop and feature; telling a story about the companys past, the milestones it achieved, like a human would to connect with another person, and building trust, and creating a relationship the customer can actually connect with and relate to on a one-on-one, personal level.
Branding Is About Being Yourself
Successful branding is about telling people what you stand for, why you do what you do, and its about building a relationship where a customer can relate to you one-on-one, share in your passions and ambitions as a company, and feel like they have a real relationship with you.
You may have heard the phrase, do what you love and the money will come and if you look at some of the most successful people we admire throughout history:
Thomas Edison, Steve Jobs, Walt Disney, Albert Einstein, Mother Teresa, Mahatma Gandhi, or anyone else you admire, they all have one thing in common:
They all followed their passion, did what they loved, and we connect with them today of how they benefited and transformed our lives, and that means a lot more to anyone than a company who does something just for the sake of making money.
If you focus on building a business just to make money, thats going to come through in your marketing, but if you build a business with the goal of transforming lives, and touching as many lives as you can, thats when incredible and magical things start to happen.
So make sure in your branding that you communicate all of the wonderful youre doing what youre doing, what drives and inspires you, and create a story that touches lives, really connects with people, and builds a loyal following that transforms the world, and creates lifetime customers for you and your business.
What are the things youre passionate about, what was your grander vision for a better world when you started your business, and how can you communicate this passion and vision in your branding efforts?
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