Do you have a brand?

By Mark Buttress | July 14, 2021

Some businesses assume their logo is their brand when in fact, they couldn’t be further from the truth. Yes, the logo plays a big part in your businesses identity, but a brand is so much more than that.

A brand includes a unique set of values that defines its character. A brand is a promise of consistency in quality and customer satisfaction. A brand connects with its customers and creates lifelong relationships. A brand is a combination of all the tangible and intangible aspects that represent your business. Without the brand, your logo is just your logo.

Brand is just a perception, and perception will match reality over time

Elon Musk
Tech entrepreneur, innovator and visionary

Branding makes sure all of the things you are doing are working towards a common goal, defining your value to your customers. With this strategic approach, and planning what you want people to think about your business, you have a much better chance of control, gaining new customers and ultimately growing your business.

So this isn’t about creating your brand and letting it work on its own, it’s an opportunity for continuous evolvement, a bespoke and strategic approach to continuously fulfill the customer’s expectations and retain your brand position. 

A brand is the set of expectations, memories, stories and relationships that, taken together account for a customer’s decision to choose one product or service over another

Seth Godin
Marketing and leadership expert