brands are not logos

BRANDS ARENOTLOGOS a TINY guide to branding

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yourbrandistheemotionaltetherbetweenyouandyourcustomers

brandsdonotexistinavacuum

brands,liketheircustomers,existinadynamicanduncontrollableenvironment

a good brand, therefore, is one that can maintain relevancy as its environment changes

a great brand, however, is a catalyst for change

so, how do you build a great brand?

first, you need to understand what stage of growth your company is at, and how

developed your brand is in comparison...

new startupyour brand isyour company’svision

commercial startupnew startup +your brand is yourproduct/market fit inrelation to your customers’wants, needs, and beliefs

small businesscommercial startup +your brand is yourcustomers’ experienceacross every brandtouch point

growing SMEsmall business +your brand is yourability to meet customerdemand and your abilityto be relatable toyour target market

mature companygrowing SME +

your brand is your abilityto continue to innovate

on your offerings &your communications

if you don’t have strong foundations or vision, you’ll crumble...

by understanding your size, and having a clear and competitive brand essence...

...you will be able to understand how to make your brand stronger

ideafocus

ESSENCEWHAT IS THE CORE OF YOUR BRAND?

WHAT DO YOU STAND FOR? WHAT ARE YOU SETTING OUT TO ACHIEVE/CHANGE?

FITHOW CAN YOU OPTIMISE YOUR

OFFERING IN ORDER TO SATISFY YOUR CUSTOMERS’ NEEDS EFFICIENTLY?

CXARE CUSTOMERS’ EXPERIENCES WITH YOUR

COMPANY ALIGNED WITH THEIR

EXPECTATIONS?

IDENTITYIS YOUR IDENTITY

SUPPORTING YOUR DESIRED

POSITIONING? DOES IT MATCH YOUR CUSTOMERS’?

IDEASARE YOU

CONTINUING TO REINVENT YOURSELF AND PROGRESS THE ENVIRONMENTS YOU

OPERATE IN?

startupfocus

smallfocus

SMEfocus

maturefocus

as a side note: your brand’s identity is unlikely to have an impact on your longevity if you haven’t developed a strong essence, product/market fit, or positive customer experience

in other words, looking cool won’t automatically make your offering better

theworstthingthatacompanycando...

... is pursue a brand strategy that is not aligned with their size, growth rate, or objectives

in fact...it’s a sure fire way to f k with your customers’ expectations

uc

instead, ifa company respects its resources...

itwilldedicatetime+moneytoanalysingitscurrentposition

and then develop a brand strategy that will meet current needs + work towards the next milestone

neither manufactured nor wild; a great brand is a product of strategic cultivation

and starts with a company’s ability to self-reflect

nurtureyourbrand

you.withtiny.com | Melbourne, Australia

author: tom@withtiny.comall images sourced from unsplash.com

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