Building Trust: Your Brand Is A Promise #IndustryTips

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Branding is a somewhat overused term in marketing these days. But if you replace the word ‘brand’ with ‘reputation’ it means to communicate your values clearly and consistently in everything you do.

“Simplicity is the ultimate sophistication.” Leonardo da Vinci

Simplicity sounds simple, but is by no means easy to achieve. It’s been said, “Any fool can make something complicated. It takes a genius to make it simple”. And, “If you can’t explain it simply you don’t know it well enough.” So in clear terms your brand stands for a single idea.

The concept of branding comes from the idea of marking livestock with a sizzling hot iron to brand the owner’s unique mark. The term branding was first used to describe corporate identity by branding guru Wally Olins. His thinking was across the complete organisation to not just communicate through advertising but through its environments, through its products, and through its behaviours to leave one consistent mark in the mind of the customer.

Olins is quoted as saying, “branding is about creating and sustaining trust, it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.”

Branding makes you, your products, and your services stand out in a crowded and extremely noisy marketplace. Your brand is what you consistently communicate – it’s your unique story. Great brand storytelling connects with the audience on an emotional level.

3 key areas for brand storytelling:

1. Find your common ground

2. Create a long-term story arc

3. Be consistent

The story your brand continues to tell creates an emotional connection with the audience. It can turn carbonated sugary water into the most popular drink on the planet. It turns a swoosh symbol into a command to ‘just do it’. And puts out a call from a revolutionising tech company to ‘think different’.

The core values of a brand focuses on its key strengths and beliefs. If a different logo can be used to replace your brand logo and the story remain the same, you’re not telling a unique brand story.

A brand promise is made the moment you clearly understand who you are, what you do and how you do it to connect with audiences around your shared values. Taking time to clarify your unique qualities in everything you do, big or small, from your social media bio, audience engagement, advertising campaigns, down to how you behave when things go wrong.

The purpose of branding is to create authenicity. When a brand promise is kept trust is established for an ongoing relationship with your audience.

TAKE AWAY

– Identify your values

– Create a clear message

– Be consistent

 

Deb McKoy is the Founder and Consultant at peppergrain.comLinkedIn Twitter