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Brand - It Ain't the Logo

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What’s the first thing people say when they decide to start their own business? Whether they are starting up as a as an electrician, carpenter, hairdresser, independent financial adviser and dare I say it marketing expert, one of the first things they think about is branding – and by branding they mean logo, business cards, website, headed paper etc, etc.

Hold your horses! – or to mix a metaphor, don’t put the cart before the horse! Branding is so much more than just your logo. Branding is about the DNA of your business. It’s about the business culture, not a pretty design.

Branding starts with something called a Brand Foundation. This is a document that sets out your whole raison d’etre. Your Brand Foundation defines your core purpose, your vision for the business and your mission. It defines your values and what you believe in. It describes your character and what working with your business will feel like. In short, it’s your whole business culture and the framework you will use when developing your business and making decisions.

Finally, your Brand Foundation positions you in your marketplace and defines a positioning statement that will resonate with your chosen market niche.

Once you have created this essential piece of work, you are in a position to go to a designer and say ‘This is what we are all about – now go away and design me a corporate image that reflects this.’

Let me end with this quotation from former BMW Chairman Helmut Panke,

"In the end, authentic brand management boils down to understanding that a brand is a promise that has to be fulfilled everywhere, at any time. So, when something doesn’t fit, you must make sure that it isn’t done”.

If you want to learn more about Brand and how to create your own Brand Foundation, take a look at ‘Brand – It Ain’t the Logo (It’s What People Think of You)’ by Ted Matthews. It’s available on Amazon in both print and Kindle versions.

I am a a Business Coach and Business Adviser helping business owners develop the full potential of their business so that they can enjoy the rewards that success can bring. I am a registered and approved Growth Coach for Growth Accelerator providing expert, tailored advice to help ambitious businesses achieve rapid, sustainable growth.

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Guest Monday, 16 September 2019