A common misconception business owners have is their logo is their brand. It’s common because logos are used to help others recognize a brand. However, this isn’t what makes up a brand, it’s only one component. It’s deeper than that.
A Brand is Culture
Anything that reflects a company’s personality makes up a company’s culture. A company’s culture translates to your brand.
A company’s culture is the personality of the company. A mission, vision, values, the atmosphere in the office and the way your office is designed. Everything about a company is its culture.
It is made up of tangibles like marketing materials, uniforms, and office furniture. It’s also made up of intangibles like messaging, experiences prospects and clients receive and how they feel when they work with a company.
The Best Thing You Can Do is Stay Consistent
Being consistent is the best thing you can do because it will enhance the overall experience with your brand.
To stay consistent, you first need to document it properly by creating a culture statement. Then, expand on this and create a brand experience vision. This vision will detail how you want clients to experience your brand at each touch point they have with you. From before they work with you, up until after they work with you, every touch point counts.
You also want to stay consistent with your messaging, image, company colors and the things you say to each prospect and client.
The final step is to make sure you have a clear picture of your culture and experience you bring to the table. Then, make sure everyone who works with you knows about it and how to convey it to your audience.
All in all, your brand is more than a logo. And, a logo is a simple reminder of what it was like to experience the culture of a business.