How Do You Build a Brand?

That’s a question I hear a lot. A lot small companies and big companies waste a lot of money trying to do just that. Build a brand. But why?

Well, because they confuse a logo or a catch phrase with a brand. These items can be elements of a brand image but they are not a brand in themselves.

So what is a brand? For me it’s a pretty simple formula:

• Make promise

• Keep that promise

• Repeat

It really is that simple, but it’s not easy. It takes time. The value of your promise, the quality of the delivery of that promise and the consistency of the delivery of that promise determines how your brand will be received. Over time, by following this recipe, you will create an association with the value, quality and consistency of your promise (could be product or service) and you, your company name, and your logo.

That’s all brand is, an association of quality  and value to a name or logo. Take McDonald’s for instance. No matter where you go in the country or the world for that matter, a Big Mac tastes the same. They have made a promise and they deliver on it over and over again. Year after year. Location by location. So when you are driving around and need something quick to eat and you see the “golden arches”, you know exactly what to expect. That’s a brand.

So before you spend money on a cool logo or waste time trying to create a clever catch phrase, figure these things out:

What is your core message or your promise?

What value will you provide to your customers?

How will you deliver that value?

Can you do it consistently?

Once you answer those questions. Building a brand becomes much clearer and less costly. And this formula works whether you’re a huge multi-national retailer or a local attorney.

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