Your brand is so much more than your logo.
This month, I’m thrilled to invite Brand Strategist Kate Male to guest blog for us here at Thrive Collective.
Kate is an active member of Thrive Collective and has the most wonderful creative eye. In today’s blog she shares why branding is more than just a logo.
“As modern entrepreneurial women, we’re made up from dreamers and visionaries. We all started our business with an idea, that turned into a dream and that dream became a venture that we now live every day, (through the good and bad, it’s all part of the fun). But making sure your dream stays a reality comes down to more than just your logo and what you sell”.
As a branding expert I’ve been told some amazing stories and helped tell those stories through designing brands that stand for something more than the end product.
For example, if the two were side-by-side, why do some people choose Starbucks coffee over Costa coffee? As much as we’d like to think of ourselves as coffee connoisseurs the truth is it comes down values. They both sell coffee and comfortable place to work (or people watch 😊). The truth is they both stand for something different. Branding supports values. We buy on emotion and gut instincts. Subconsciously asking ourselves if this company can get us what we want and where we want to be, risk-free.
Here are the reasons why branding is more than just your logo and how it can take your business to where it deserves to be.
1.Builds A Lasting Impression
Branding is what people expect, experience and remember about you when you’re not (physically) in the room to woo them.
An analogy I like to use is that branding is like dating! Your brand is a promise, to always understand your audience’s fears, desires, wants and needs. It can communicate with them on a deep level. If your brand were a person how would it walk, talk, dress, what would its values be? This impression should be consistent across every touchpoint; from how they are greeted at the door of your shop/studio, to visiting your website; did they feel part of something special, understood, empowered? Did you leave that lasting impression?
2. Tells Your Story
Telling your story builds trust and loyalty which is responsible for human behavior and decision making. The art of telling your story is the magic your brand has and everyone loves rooting for someone that’s started from the bottom on their way.
3. Futureproof Your Business
Building a brand is like building your dream home, a strong well-designed foundation will make for a solid sustainable home that will support both you and your family for years to come. It will represent your values, your style, and your personality. It is something you can be proud of and that gives you comfort knowing you built it from the ground up. The same goes for a strong safe brand that can see you through the hard times and lavish you in the good.
4. Define Your Purpose
One of the biggest aspects of designing an irresistible brand is understanding your core values and using these as the anchor to all aspects of your brand. Make sure yours does a great job at promoting what your business stands for. Here is a list of core values to help you get started.
5. No Longer Compete On Price
Wouldn’t it be great if you didn’t have to hard sell anymore? I refuse to hard sell and just let my brand do the selling for me. Having, a well-designed brand elevates you above your competition. Where most will try to compete on price you will have the luxury of people lining up to work with you. You’re aiming to build a business that people dream of working with and establish yourself as the only logical choice for your ideal clients/customers.
Thanks so much Kate, we love having you in the Membership and the support and ideas you offer to fellow women in business.
Thrive is a community of business women supporting each other to connect, collaborate, learn and thrive together in business.We’re women who are energised by other women’s successes and equally motivated by our own.Thrive Collective is the combination of both the Thrive Collective Meet Ups and Thrive Collective Online Membership, whatever help you need, we’ve got you covered! The doors are always open to join. Join here.