A Drive-By Glossary: A Fast Look at the Benefits of Branding
Imagine this scenario: You feel frustrated. You agonize over what the best brand positioning for your business might be, and you get agitated easily because no one ever gave you any clues about brand loyalty or brand extensions, in the first place! Then you get paralyzed and decide, you’ve got to be nuts to pay any attention to this crazy talk about branding.
Well, no need to panic! Take a look at this Drive-By Brand Glossary. I call it ‘Drive By’ because if it’s fast, quick and easy and you have a bit of fun along the way, you just might start to feel differently about the personality, the magic and – the power behind your brand!
OK, here goes. Six fast ways to get your head around some BrandTalk. These are typical brand glossary terms but with a twist to get you falling madly and helplessly in love with your brand again!
TERM #1 | BRAND ESSENCE
All Good Brands have a Big Heart
If you’re the vision master of your brand, you’re certainly steering the future of your business and guiding the myriad of daily business transactions. At the heart of it, you are the ‘beat and soul’ of your business, its driving spirit. The term brand essence refers to the core of your brand and its values. Does your brand have a big heart and soul? Real people (with heart) happen to respond very favorably to heart and soul, they can sense it, spot it a mile away. Try wearing your heart on your sleeve a little more. Articulate your real spirit and the core essence of your brand so it resonates more clearly with your audience. (It’ll hit home, for sure.)
TERM #2: BRAND RECOGNITION
All Good Brands like to Stand Out!
Remember, the best thing about branding your business is that it puts you in a different league, differentiates you from the rest of the pack. What’s more, it makes it easier for your target audience to see you, spot you, identify you. Critical stuff in business – attracting clients. Think about how much attention you’ve put recently into making your brand soar above your competitors. Remember, your brand wants to live out loud, shine and soar. Give it a little help along the way. (It’ll pay off, guaranteed.)
TERM #3: BRAND AUDIT
All Good Brands Get Good Report Cards
OK. We’re talking about a comprehensive, unbiased and systematic evaluation of your brand to assess its ‘pulse, vital signs and general overall health. It’s about uncovering what your business is really all about, looking at your brand strategy, story and style of communication. Have you been paying attention to the brand clues embedded in your marketing lately? Nothing like a bit of brand awareness to get you to focus on your brand and what it’s (really) telling your audience. (Remember how a good report card made you feel?)
TERM #4: BRAND CHAMPION
All Good Brands Adore a Champion
Think about your fans (clients/employees.) If they’re raving about you, that means they’re loyal, dedicated and supportive, and by definition, they’re your brand champions. Guess what? They’re your best advocates. They spread the good word about your business, your values and everything you stand for. Every healthy business needs engaged, committed and passionate brand champions. How easy do you make it for your storytellers to spread the word? Do you have a group of brand champions surrounding you? (How many on your team?)
TERM #5: BRAND GUIDELINES
All Good Brands need to Stay On Track
Sure, some rules we hate. Other rules are useful, constructive and help make the world go around. Brand guidelines are a tool to keep your brand on track, your brand aligned, and are designed to build, educate reinforce and motivate you and everybody else on your team. Take a look at what kind of guidelines exist across your brand marketing materials. Consistency is key. Review everything from the style guide for your brand design culture, identity, color palette, language, positioning to your strategic guidelines, tone, attitude, even your brand voice.( What’s the sound of your brand voice?)
TERM #6: BRAND REVITALIZATION
All Good Brands Need a Bit of Shaking Up
You know all those healthy drinks that promise to revitalize you when you’re suffering from low energy? Well, if your business is starting to fade a little, look pale or act listless (yes, it happens), you might want to think about a bit of brand revitalization. Try looking through a different lens, so to speak. Take a fresh, new look at your marketing messages. What’s it really telling your target audience? If their eyes are glazing over, it’s time to inject a big healthy dose of energy to refresh your brand, kick start your business. Here’s an important question to ask yourself. How do you really perceive your brand? (This might require serious revving up the engines.)
Footnote: This is all about falling in love with your brand because it’s your biggest ally, and if you pay attention to it – nurture it, a little – your business will certainly soar. (No doubt about it.)
