The term “brand” or “branding” is often used in reference to logos and other visual components of a business.  While the visuals certainly play a role in the identity of your brand, they are only a portion of your brand’s identity, not your entire brand.  A brand is like your company’s personality.  Just like people, brands have a certain look, feel, and way of interacting, all of which can create good or bad impressions about your business in people’s minds.  The attention that you give or don’t give to your brand can strengthen or weaken your business’ reputation, therefore increasing or decreasing your success!

Think about when you meet someone for the first time.  You mentally gather various information about them that helps you to assess what kind of person they are…how they act, speak, how they treat you, and of course, how they look.  Just like there is more to understanding who a person is than their appearance, there is much more to your business’ identity than a logo.  (Don’t be mistaken, a logo is an important component that should be well aligned with your business’ identity…but that’s a whole other topic.)

There are many points of interaction that people can make with your business, and each one plays a part in forming their impression of your brand.

Is your process easy or difficult?

Is your pricing too low or too high?

What do your team members look and sound like when they are representing your business?

What is your customer’s experience if they email, call, or interact with you online?

If you have a physical location, what does someone see, feel and even smell when they walk in the door?

Sometimes business owners inadvertently overlook addressing these components with the attention that is required to not only make a good first impression, but a lasting and impactful one.  Both are needed if you want to stand out in your industry!

Is your business’ brand strong or weak?  Average or unique?  Do you know what people are thinking and saying about your business?  It is also important to note that just because you think it’s one thing, doesn’t mean that’s the opinion that actually exists in the minds of clients and potential clients.  Here’s the hard truth:  What others think about you is the reality that defines your brand, rather than what you say or think it is.  If you want to have more control about what people are thinking about you and defining your brand to be in their minds, you have to be incredibly intentional about living the brand personality that you want to be, by making sure that everyone in your company is living it, and making sure that every area of your messaging from website, emails, ads, and conversations is properly aligned to that personality.  Being intentional about establishing your business’ brand/personality, combined with a strategy on how to live it, is one of the best things you can do for your business!  Learn more about why your brand needs a human personality.  Or if you’d like to set up a consultation to further establish your brand, contact Camilla & Co. today.