What does it mean to have a brand? No, really, what the hell is a “brand” anyway?
I’ve been swimming in the world of branding for quite some time (recently in the really, really deep end) and one thing I can say for sure is that everyone has a different idea of what it means to have a brand.
Try Googling “what is a brand?” Here’s the first hit I got: “A Brand is a Belgian rock group featuring Dag Taeldeman”
Seriously? NOT HELPING, INTERNET!
The rest of the results ranged from how-to’s of making a logo to endless pontificating on the existential nature of humankind (actually closer to the truth) that made you read the entire history of marketing in the 20th century before answering the G-D question. Gotta’ pad that blog post, amirite?
I like keeping things simple so let me save you a LOT of time and tell you right now: your brand is what your customer thinks of you. And that’s it. Your brand actually lives in their mind, not in your business, and it is made up of their entire experience with you or your company.
This means… if you have a customer then you have a brand. Whether you’re working on it or not, you got one.
I want you to take control of your brand so you can make sure your customer sees you the right way.
No, more than that. I want you to RESONATE with them (hell yeah!).
And guess what? Behind all the tactics and all the complexity of creating a brand is a really deceptively simple concept of how our minds work to make that happen. Because although we are all different and unique (I’m looking at you, snowflake), from a neurological perspective we all work the exact same way.
It’s totes true. Our brains all work the same way and we all make the same decisions. No exceptions. You might ask, “How can that be? I make much better decisions than most people – especially my brother-in-law (seriously).” Yes, I understand, and yes, you are also correct. We all come to our own unique conclusions, but behind those conclusions is a secret decision your brain is making that is completely invisible to you. This decision governs almost everything we do and we all make this decision the exact same way as everybody else. Every. Single. Time.
This is important because this secret decision is behind every choice your customer has made to either buy or not buy whatever it is you’re selling. It’s this hidden neurology that governs how well you will resonate with them.
Here’s another cool thing: this neurology is looking for very specific information from your business in order to make that love connection. We just happen to call those things “brand”.
So watch this video because I’m going to lay it all out for you in simple, clear style and show you the components of a brand that really resonates.