Build a brand
Do you want to build a brand? This article discusses the importance of successful branding. When you hear the word “brand,” a lot of different things may come to mind. For some, it is a company name. Others think of a tag line. Of course, there’s the logo. Not to mention, fonts and color schemes.
Build a brand – three strands
Build a company – build a brand. A successful brand is like a chord of three strands. Here is a wise and trustworthy saying:
Though one may be overpowered, two can defend themselves. A cord of three strands is not quickly broken. Eccl. 4:12
Ok, so what does that have to do with business branding?
No one can see themselves
At Blue Elevator™, we maintain the premise that no one can see themselves. That’s right, not even us! 🙂 We discussed this in an article called The Three Reasons for Engaging Blue Elevator™. Often times, a great business owner, and even a great business, may need outside help to build a brand – to create this chord of three strands. So, when you want to build a brand, there are a lot of moving parts, but think in terms of these three strands:
Why?
Why you? Why does your company exist? Fundamentally, this is often overlooked. Somehow, your brand must evoke the very essence of why you exist.
What?
What does your company do? That’s right. In some way, sense, or form, your brand should make it clear what it is that you do.
How?
How does your company do what it does? What makes you different? This is a differentiator.
Simple as that!
It’s really as simple as that! And, as you may have heard us say before, simple doesn’t mean easy. And, in fact, it is incredibly difficult to get it right. So much so, that moving a company ahead without proper branding will limit your potential. It will stunt your growth.
What’s in a name?
Let’s take a fictitious name: ACME Construction. Does it describe what? Yes. But does it describe why and how? Probably not. A lot of times, for most of us, we can identify a great brand when we see it. Similarly, we can identify when something is missing.
Other moving parts
When it comes to displaying the company name or identity, this is often expressed in terms of a logo. A logo isn’t a brand – it is the embodiment of it. A logo will be a name, font selection, colors, and perhaps a tag line. All of these must work together, as a whole, for everything to line up. The takeaway here is to NOT have a logo designed until you are 100% sure you have innovated the best name/identity. And, it MUST answer the Why, What, and How!
How does your brand stack up?
Go ahead – don’t be afraid. Ask us! We’d be happy to give you our thoughts. We’ll ask the questions:
- Does it tell Why?
- Does it say What?
- Does it say How?
Remember, “a chord of three strands is not quickly broken.” Build a brand – go with a chord that is not quickly broken. We’d love to hear from you. Contact us here!
MAR
About the Author:
Ken Moll is the Principal and Founder of Blue Elevator®. With professional experience spanning four decades, Ken has a breadth of foundational business knowledge rarely found – making him part of an elite class of professionals. Ken's passion is helping clients of Blue Elevator® get their “business to the next level™.”