Brand Misconceptions - Ted Matthews
Today, branding is one of most discussed topics in the business press...
Misconception #1:
Brand equals logo. Now, don't get me wrong: logos are important. They can say a lot about the character of a company and its offering, and really help people remember it. Humans are very visual beings, which is why, when we meet someone on the street, we remember their face long before we remember their name. But a brand is vastly greater than a logo. "A brand is what people think of you," is how I define a brand. Thus your brand derives from the countless interactions people have with your communications, people, products and services.
However, these touch points only build your brand when the experience that a stakeholder has this time is consistent with the ones they've had before. Therefore, your brand must live, and live consistently, in every single thing that your company says and does. Your brand is your people and how they speak, how they present themselves and how they treat customers and each other. Your brand is your operating facilities as they reflect on what you do, and the quality and attention to detail that you bring to your product or service.
Your brand is influenced by involvement with your community and how this involvement expresses your values as people. And your brand is you as a leader of the organization: how you walk the talk of your enterprise in everything you say and do. It is all this and more. Your brand is everything!
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