When you hear the word “Brand” if you only think of a physical image, you need to dig deeper. A brand refers to how you connect with your customers, what makes you different, why you stand out over others in your industry and why people want to do business with you. You probably can easily describe the physical traits (colors, fonts, etc.) of your brand but can you clearly explain what your brand stands for? Can you easily communicate what you stand for? Entrepreneur Richard Branson was once asked about what Virgin stood for and he described it as ‘fun.’ When Tony Hsieh, the CEO of Zappos, was asked the same question he said happiness. That’s what their entire corporate culture is about.
Your Brand – What Are You All About?It’s certainly worth spending some time considering what your company stands for. It might help to think about it from the perspective of an experience instead of the word brand. Ask yourself these two questions:
- What experience is your company looking to provide?
- What is your company really about?