Every business has a brand. Yes, even yours. And it’s impossible to overstate how important that brand is to business success.
Serial entrepreneur and LSEO founder Kristopher Jones identify five key benefits of a strong business brand. A strong brand generates customer loyalty and improves employee morale. It draws attention to its bearer and helps magnify the impact of paid advertising campaigns. And it garners audience trust, establishing and deepening customer relationships that drive sales and growth.
Needless to say, having a strong business brand is in your organization’s best interest. And these five elements are critical components of that brand. Use them as a guide to build a better brand from the inside out.
1. A Sense of Purpose
Your brand doesn’t just need a job. It needs a purpose.
Not a “higher” purpose, necessarily. That’s up to you. But your brand needs to be about something more meaningful and audience-pleasing than simply making money. (In most cases. If your brand really is all about the profit motive and that resonates with your audience, by all means lean in.)
Capture your brand’s sense of purpose in a succinct mission statement and a slightly longer statement of values. Hit these statements again and again; you want your employees and core customers to recite them by heart.
Expertise has an uneven reputation these days, but it’s still in high demand from many segments of the buying public. It’s even more important on the B2B side of things. That’s why you’ll see firms like SWS Venture Capital, an investment fund founded by finance entrepreneur Steve Streit, tout their key leaders’ expertise in their core lines of business. Don’t be afraid to do the same for yourself and your company.
3. Community Focus
It’s not all about you. Nor should it be. Whatever your personal beliefs or inclinations, you know that consumers prefer brands that they believe care about them and their communities. It’s on you to show how you care, whether through extensive charity work in the areas you serve or in public events that bring people together for something other than buying and selling. (Remember that sense of purpose?)
4. Consistency (And Coherence)
A great brand is both consistent and coherent. While it can and often does change over time, it’s not unpredictable or uncomfortable, and it gives advance notice of the “why” behind those changes so that no one paying attention is surprised.
A great brand is also visually consistent. Its logo and color scheme wavers not, no matter where it appears.
5. Personality (Or Voice)
Finally, a great brand has a personality or voice. This can be an expression or extension of its founders’ or leaders’ personality or voice, but certainly doesn’t have to be. It’s more important that this personality or voice strike a chord with the brand’s target audiences.
Your Brand Needs Work. What Are You Waiting For?
None of these elements is revolutionary. Yet they’re missing from all too many corporate brands (and personal brands, for that matter).
If you’ve read this far, there’s a good chance that’s the case for you or your organization as well. Fortunately, it should be clear by now that building a stronger brand is within any capable leader’s abilities. You have a rough guide for doing just that here; now it’s time to make it happen.