What is BRANDING?

At the start of the New Year, I mentioned that we would be inviting guest bloggers to share their knowledge. Isabelle, Co-founder of Leapzone Strategies is such an expert. A brand expert. Over the next months, hopefully she can answer some of your branding questions and dilemmas.
– Christine

Before answering this question we need to establish what branding is not.
Branding is NOT a logo and it is certainly NOT marketing.

Successful branding is a combination of an authentic promise with a clear, aligned and consistent delivery. Why it is needed is because the promise and delivery are what build trust in your company and increase customer loyalty.

A great brand is earned.
Building a great brand takes time and needs constant attention. What you promise and deliver directly affects your customer’s experience. From the feeling generated by a brochure to a conversation with a customer service rep, each and every encounter a customer has with your brand needs to be considered, evaluated and aligned with who you are as a company and where your company stands in the market.

Key Branding Ingredients:
1. CORE VALUES – Know them and live by them.
Core values are your decision makers – they align your team and bring simplicity and clarity.
ex: LeapZone’s Core Values are: Spark / Guts / Digging Deeper / Keeping it Simple / Freedom to Excel

2. PURPOSE – What gets you up in the morning.
Your purpose is your drive – the heart of your company.
ex: LeapZone’s Purpose is: To inspire and empower people to raise the bar.

3. BRAND PROMISE – Deliver that promise day in and day out. No exceptions.
Your brand promise is your difference – the key factor that sets you apart and should come to you effortlessly.
ex: LeapZone’s Brand Promise is: Clarity / Pivotal Shifts / Momentum

Building a strong brand;

• Increases credibility, recognition, revenue and success.
• Helps attain the higher level of clarity, alignment and consistency required to fully deliver your promise.
• Increases smart productivity, teamwork and working with purpose towards a common goal.

Don’t do it alone!
Hire a branding expert that specializes in helping companies attain a higher level of clarity about who they really are and where they want to stand in the market. Get clear and initiate a common focus first internally with your team, and second externally with your communication tools.

Good design goes a long way but good design does NOT make a great brand. Not all designers or design teams are equipped with the necessary desire or skills to do the upfront research and discovery process to create strong, long lasting brands.

How does your brand measure up?