brands are not logos
TRANSCRIPT
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: [email protected] images sourced from unsplash.com
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