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Brands Belong to the Customer

Customers don’t care about you as much as they care about themselves. Its your customer’s identity that matters. Your brand’s identity comes from them, not your company.

When done well, a brand belongs to the people, not the company.

Design and marketing are actions that brands deploy to be meaningful and memorable. They are just part of the branding process.

What Branding Is and Isn’t

Branding isn’t putting your logo all over a bunch of stuff.

When done well, branding involves every aspect of your business:

  • Its identifying compelling reasons why your product or service is important to the market (aka value proposition)
  • Its marketing that message in a way that captures people’s attention, and helps them understand the value
  • Its leveraging resources to deliver your product or service to the market in a consistent, valuable way

All of these areas are related and affect one another. Proper branding ensures your customers associate your identity with an experience they trust.

Branding Starts with Service

Branding is everything, and it starts with ensuring that you always give your customer an experience that’s positive. It doesn’t matter how clever a marketing or branding campaign is, it can’t make up for consistently poor customer service.

Great service drives word of mouth advertising – the most powerful form of marketing. It’s the foundation of building a great brand.

Branding starts with you.

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