“Brand is the sum total of how someone perceives a particular organisation. Branding is about shaping that perception.”
Ashley Friedlein, Founder and CEO of technology company Guild
A strong brand is an essential part of any successful business and it is all based around perception. Each and every interaction a brand has with its customers, staff, service providers etc forms an opinion in that individuals mind of what that brand stands for and who they are – their personality, if you will.
Just like in dating, we are subconsciously assessing everything – from the way they dress, style their hair, eat their food or hold a conversation (or don’t). All of these little attributes add up to form an opinion and, if it’s a good one, they progress to a second date and so on, and we continue to build that perception over the duration of the relationship.
Our interactions with a brand are along the same lines – although the qualities we are assessing may differ, it is through shaping these attributes, that we can affect the perceptions of our brand to attract our ideal customers.
How indepth and complex the branding then becomes, is ultimately determined by the size and needs of the business, but at it’s simplest there are four main focus areas each brand should nail down: vision, values, voice and visuals.
4 Main Components of Brand
Vision: A brand’s vision is its guiding light – the overarching goal or purpose that drives everything the brand does. Just like in a relationship, having a clear vision gives direction and purpose.
Values: These are the principles and beliefs that the brand stands for. They dictate the brand’s behaviour and decision-making. Similar to personal values in dating, brand values attract like-minded individuals and foster loyalty.
Voice: The brand’s voice is its personality expressed through communication. It encompasses tone, style, and language. Like a conversational style, a brand’s voice should be consistent and authentic.
Visuals: This includes the brand’s logo, colour palette, typography, and overall aesthetic. Visual elements create the first impression and contribute to brand recognition. Just as personal style leaves a lasting impression in dating, visual identity sets the tone for how the brand is perceived.
In conclusion, building a strong brand is akin to navigating the dating scene. It requires careful attention to every interaction, consistency, and a deep understanding of what attracts and resonates with your audience. By crafting a compelling vision, embodying meaningful values, honing a distinct voice, and curating impactful visuals, businesses can shape perceptions and forge lasting connections with their ideal customers.
