unlocking success: a systems approach to branding
Your "Branding" Doesn't Require a $40K Investment: A Shift in Perspective
In the world of business, the concept of "branding" has often been misunderstood and idealized. Many business owners and founders are told that they need a "brand" or a "rebrand" to succeed. They turn to marketing agencies that promise to "build their brand" with an upfront investment, only to end up with a flashy brand but no clear path forward.
However, let's set the record straight: your "brand" is not the fancy logo or color palettes. It's the result of all the efforts you've put into your company, the people you work with, the way you do business, and how you interact with your customers and partners. On the other hand, "branding" refers to the efforts put into building or improving your brand through marketing strategies.
The conventional approach to "branding" falls short in addressing the return on investment (ROI) for business owners, CEOs, and founders. The concept of "branding" is often convoluted, and agencies may offer different interpretations of what it entails. Moreover, many marketing agencies tend to focus solely on the marketing aspects of "branding," neglecting the systemic challenges and opportunities that exist across various departments within a company.
To simplify this discussion, let's define what a "brand" truly means. According to Investopedia, a brand is an intangible concept that helps people identify a particular company, product, or individual. The goal of your brand is to shape people's perceptions of your company, products, or services.
Here are some essential shifts in thinking when it comes to your "brand":
Be people-centered: Understand your customers, employees, and stakeholders. Consider how their perceptions shape your brand and what you can do to positively influence them.
Adapt and learn continuously: Embrace change and evolution. Your brand is not static, and it should continuously reflect your growth and progress.
Own your customer data and gain insights: Don't outsource your customer data analysis to external parties. It's essential to understand your customers and gain valuable insights from the data you collect.
Focus on the problem before proposing the solution: Know your purpose and the impact you want to make. Understand who you are serving and how you are improving their lives.
So, what does it take to build a memorable brand? It's not a one-time "branding package" from an agency. Instead, focus on building an enduring company with a clear vision and mission. Consider your brand as a vehicle, and prioritize what fuels and sustains it.
"Branding" is not a magic solution. Instead, focus on understanding what fuels and drains your brand, both presently and in the future. Seek tools and systems that help you gain valuable insights about your customers, your market, and your overall business.
In conclusion, don't get caught up in the superficial elements of "branding." Focus on building a strong foundation for your brand by truly understanding your customers and stakeholders, adapting to change, and continuously learning and growing. By doing so, your brand will naturally evolve and leave a lasting impact on your target audience.
