“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” ― Jeff Bezos, Amazon.com founder and CEO
Young businesses and startups may think that investing on a “brand image” may not be a top priority. After all, majority of the efforts should be put on selling and making quality products, right? True. But if you take your brand image just as seriously, you would find that the “selling” part of your business becomes much easier.
When people see your brand, they see the representation of your entire venture: your company, your history, your products, your visions, your reputations and your future. If you’re not taking care of your brand, you’re not taking care of your business.
Here are 5 laws in making your brand attractive to your audience:
Know yourself – Before you start worrying about what people think about your business, try to see how well you and your marketing team know about the company you work for. Having a clear sense of your business identity can help you make certain decisions in creating an image: will you stick to your brand persona? Or will you introduce a new company identity?
Be precise with your goal – You would notice that the world’s most popular images have a clear definition of what they do. Disneyland: The happiest place on earth. Nokia: Connecting people. FedEx: When it absolutely, positively has to be there overnight. Barrack Obama: The change we need. Identify what your brand’s purpose in the industry is, and build an image around it.
Choose your brand partner carefully – There are countless success stories of companies who became an overnight sensation after partnering with a creative marketing or advertising agency. It’s important that your collaborator shares your goals and vision so your partnership will blossom in coming up with ideas, logos, slogans, and methods to market your brand into the public.
Choose a path and stick to it – On the other hand, you’ve probably heard about some companies making drastic changes to their brand identity, ultimately causing shock and dismay among their avid supporters. When Yahoo! recently changed its image, the public went ballistic – not only that they didn’t like the new logo, but they also felt insulted and confused. Unless absolutely necessary, don’t abruptly shift to a different brand image.
Protect your brand –Somewhere along the road, your business might encounter mistakes that could cause people to (hopefully temporarily) judge, criticize or hate your brand. It’s part of the game, and as a marketer or business owner, it’s your job to rehabilitate your brand image. Don’t fight back; provide official information to dismiss rumors and humbly apologize if need be.