Personify Your Brand
One of the real challenges associated with operating a business is the building of a distinctive and authentic brand that separates your company from the competition. A good way to get to the heart of the matter is to focus on the “human” side of your brand. Fact is, brands are an awful lot like people, and vice versa.
People and brands are all around us all the time, and we interact with them in very similar ways. There’s that all-important first impression. You meet someone, you size them up, and, if you’re like me, you remember their face but not always their name. The face, that initial impression of your brand, is your logo. Is it memorable? Does it stand out in the crowd? Does it communicate the message and the unique tone of your business?
As with any relationship, the best brands develop lasting bonds with their customers only after developing trust over time. Ideally, that first flush of infatuation gives way to a deeper and more meaningful shared experience for the company and for the customer. Erratic or “out of character” behavior can sour a fledgling relationship just like that, and the same holds true for your brand. Consistency and dependability are key.
If there were such a thing as a perfect person (and there certainly isn’t), he or she would likely be a little boring and not much fun to hang around with. It’s those little quirks and differences that make us who we are, keep us engaged, and keep life interesting.
While your logo, your website, and your office environment project your quality and uniqueness, it’s the human side of your brand that will ultimately forge the emotional connections that sustain your business. Avoid inconsistencies at every turn, but be sure to embrace and celebrate your (and your brand’s) idiosyncrasies. Your brand doesn’t have to be perfect, it just has to be real.