I am always fascinated by what I hear when I’m leading or researching for our branding workshops.
‘We just sell to the trade so it doesn’t matter’
‘It’s just a logo isn’t it?’
‘I’m in operations, how can I affect the brand?’
All said with the best intentions and normally from the heart. And it’s in the heart and head that a true brand lies. It’s what’s in here that counts.
A brand is about “meaning”, it’s what your brand actually means to people. In their hearts and heads if you like.
I like to think of it as an emotional connection. What does your brand mean to your customers? If I were to bump into your customers or potential customers on the street or at a conference, say your name or show them your logo, and ask ‘What does this company mean to you? What would they say?
It poses an interesting question.
A question that when asked in our workshops or research throws up some valuable nuggets. Meanings that hadn’t been appreciated or intended, some good meanings, some not so good. And more often than not a surprise. The one that no-one saw coming.
Successful branding is about aligning your values with how customers perceive you. And that’s why understanding the value of your brand is crucial.
We recently ran a workshop with a traditional business to business (b2b) company who had launched a business to consumer (b2c) brand four years ago. The brand is yet to reach its full potential.
The company has a good, clear logo, a website that reflects their high-end business, and a sales team that understood the vision, but they didn’t have a brand.
Within the first workshop we examined the strength of the brand, the brand’s meaning and how we could create a stronger brand personality to engage with customers.
I love these Happy branding workshops for what they reveal. When we start peeling back the layers and getting into the real meaning of the brand, and what can be created it’s one of the most energizing places you can be. It’s from this place that we find that our clients really start re-engaging with their brand and what it means to them.
Karen Lambert is an experienced strategic marketer and Managing Director at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
