Branding is so difficult yet so simple when you have a structure to guide you. My intent in this article is to give you that structure so you can create your unique brand. The key here is ‘unique’. Too many people spend a lot of money, time and energy trying to emulate others, only to be unsuccessful.
Step 1: Descriptors
Identify 3 primary descriptors that exemplify what your business/product/service is about. My former Eco-friendly cleaning company used the following: Fresh, Pleasant, Squeaky Clean. Notice that we didn’t use common words like ‘professional’, ‘the best’, etc. They are too generic and they don’t emote a feeling. I imagine you can probably come up with 20 different words or phrases that describes what you do, the key is to narrow it down to 3-5 of the most identifiable traits that together provides a comprehensive understanding of what your brand is about.
Step 2: Illustrations
Now take your 3 Descriptors and attach imagery, sounds and other experiences that demonstrates them best. For example, ‘Fresh’ is associated with a clean scent, bright colors and images of flowers and other earthy pictures. ‘Pleasant’ was communicated in how the phone was answered, the personalities of our cleaning experts and the feeling our clients got when they walked into their newly cleaned home. What are the experiences that can be associated with each of the descriptors?
Step 3: Indoctrination
How are you indoctrinating your employees to support the brand. As the ‘business owner’ it is your job to ensure that the vision of the brand is upheld. One of the areas that we continuously had to protect were the pants that our cleaning experts wore. We provided a crisp, white, collared polo shirt with our logo, they were required to wear either tan or white pants or capris. Occasionally, we would have employees show up in hot pink sweat pants or dark jeans. Neither of these supported our image of looking fresh. We took this very seriously because you do not want to create a doubt in the brand. Any doubt in the brand takes 5 times the effort to restore. It was the manager’s role to ensure that the cleaning techs followed through on the dress code to uphold the brand.
Your logo is not your brand – it is a small part of your brand. Your brand is made up of much more. It is how your phone is answered, how your employees (or yourself) are dressed, what your office space looks like and smells like (yes, even smell is important). Does your website support the brand image you envision? What is the experience of your clients and prospects? Does every touch reek of the brand?
Ken Doyle and Lauren Eichner are the founders of Getting Results Coaching, a top business coaching firm since 2002. Get your free report on: Top 5 Secrets of Million Dollar Producers. If you are interested in hiring a business coach, complete the Personal Assessment on their website: Getting ResultsCoaching.com
