Buzz words are funny. A particular word or phrase seems to appear out of nowhere and suddenly it’s etched into our collective consciousness. And instantly on everyone’s lips.
Take for instance the expression transparency. The Obama era in politics ushered in this term, ostensibly to replace the word “honesty” (and it became so popular because it allowed politicians to call each other liars, without actually calling each other liars).
But sometimes buzz words get at important concepts lingering just below the surface. And bring them to the forefront of our collective consciousness. The appeal for transparency in politics pointed out that our government was keeping far too much secret from, and frankly telling far too many lies to, We The People.
Marketing has lots of buzz words, too. One word in particular is dominating the vernacular these days. Can you guess latest and greatest buzz word (this post’s title probably gives you little hint)?
That’s right: Brand.
If brand isn’t an expression that’s on your lips, pause for a moment and open your ears. Chatter about brand, branding and developing your personal brand is EVERYWHERE (the roar’s deafening).
But despite the term’s prevalence, there’s still lots of confusion about brand really means.
And, believe it or not, establishing a brand is MISSION CRITICAL in your business’s overall marketing success.
So let’s unpack this current marketing “buzz word” and zero in how it applies to your business (because it does – in a BIG WAY).

What Does Brand – In the Marketing Sense – Mean?

Certainly a reasonable question, right? So what the heck does “brand” really mean, anyway?
A cool logo? Snazzy color palette? Exotic packaging? Sure, those things are part of branding. But they’re merely what’s on the surface – the aesthetics. And only represent one small element of the overall brand equation.
But most people make the mistake of assuming that “brand” refers strictly to aesthetics.
Consider for a moment two of the biggest brands in the world:
McDonalds is known for its golden arches. Starbucks for its green art deco mermaid. And sure, those elements come to mind when you think of both companies. But are golden arches and green mermaids their “brand?” Not even close.
When consumers think of McDonalds, what comes to mind? A certain quality of food (not very healthy), prepared and served quickly, by friendly and helpful staff, in a clean, well-kept establishment.
When it comes to Starbucks, what do consumers think? Good (albeit expensive) coffee, served by friendly staff, in a clean, serene and inviting café environment.
Obviously the McDonalds and Starbucks brands are WHOLE lot more than just golden arches and green mermaids.

Perceived Reputation = Brand

Ultimately, a business’s brand is how people perceive them.
Last month I talked a lot about Rob Lowe (perhaps too much?). He’s career provides a perfect example of brand perception (and one that has changed and evolved over time). Rob went from pretty-boy “brat-pack” teen actor to handsome Hollywood leading man to sex-crazed Hollywood bad boy to respected film and TV character actor.
What’s Your Brand?
A great many business, perhaps yours included, have never given an ounce of thought to their “brand.”
Most when asked respond with something like… “We’ve got a great logo and use the same color palette across all of our print collateral and our website. We’re extremely consistent.”
Consistency in visual presentation is mistaken for branding. But as we’ve already revealed, your brand is so much more than this. From a marketing standpoint, your brand is what makes you – YOU.
So how do you define your you-ness?

Consider These Questions…

>What’s unique about your business?
>What’s special about the product or service you provide?
>What’s different about the way you do business?
>What’s the benefit of doing business?
>What’s the vibe of your business – serious and straight laced, witty and fun, educational and nurturing?
>How do you want to be perceived by prospects and clients – an authority in your marketplace, a trusted resource, a fun and engaging personality?

Construct Your Brand Narrative

Write out the answers to these questions and form them into a bio. Imagine you’re being interviewed by your industry’s leading trade publication. How would he want to be presented in the article? How do you want your customers and peers to perceive you?
The resulting narrative is YOUR BRAND (or what you want your brand to be – but that’s a subject for another day).

What About You (And Your Brand)?

Did this brand-defining exercise help you? Share your results on my Google+ page and we can chat about it.
P.S. Developing your brand concept is just the beginning. The next, and crucially important step, is implementing your brand.
Next week we’ll dive into Defining Your Brand Voice (sounds like fun, huh?)