This can be one of the hardest questions a business owner can be asked and is always one of the first questions I ask my clients. Before a brand can be developed, it is critical that you decide what its stands for, then make sure that there is a sufficient audience that cares. A lot of people confuse this question for what you company does, which can be explained in what you do and for who, but what your company stands for is more of a why? Its a huge questions and should not be take lightly. this process may result in more than one answer or brand values, and this will be one of the most important differentiating factors of your brand. One thing I recommend is to look internally, ask yourself or your team what they are passionate about, evaluate if this is marketable to your audience and implement it in whatever way possible. Another tip i must impress upon you is to always stick to your guns when it looks like something your business stands for might temporarily hurt business. This will show that you are genuinely passionate about your brand values. Chipotle had to stop serving one of its ingredients until they were able to find a replacement source that met its quality standards and its audience appreciated this even though it was an inconvenience. if you commit to a certain percent of your profit going towards a donation, make sure that even on your worst month that you stand by your promise.Read More
What is this book about
This book has short, 2-4 page chapters on any topic I can think of when thinking about starting a business. It is broken up into 13 categories including Planning, Refining and Protecting Your Idea, Marketing Your Ideas, Growing Your Business, and Managing Yourself and Others. Most topics are very easy to digest and a quick resource when needed. I am never the person that reads only the chapters that apply to me but this book was an exception for me.
Some valuable information
This book may be considered the jack of all but master of none business book. What I did find useful was the recommendation of other books that go into more detail about certain topics like marketing.
Who would I recommend this book to
Someone who has done some research and is looking for next steps into creating their business. This book is really the details book. Less about where you want to go but more on the tools you will need to get there. If you already have a book similar to this one though, unless it's really old I would say if it ain't broke, don't replace it.
Many people have a misunderstanding of what the word "brand" really means. A majority of people think that a brand is a company's logo and visual appearance, and they are partially correct, but the part that they are leaving out can be the difference between great success and a slow trickling business. If hypothetically, a brand was just the logo and visuals of a company such as brochures, business cards and the website, then why would big companies spend millions of dollars per year on items such as brand strategy, promotional campaigns and sponsorships? These are not just random ideas or ways for them to get rid of some of their money, it's all part of their big picture.
The best way to explain a brand that everyone will understand is it’s a business' reputation. Do you want your company to appear more friendly and open? Use bright colors in your design and host events to bring people in without the pressure of selling. Want a company that will appear more high end and exclusive? Create member programs that require some effort while still benefitting the customer and use darker colors on a simple yet visually impactful website.
A good place to start on this process is with who your target audience is and what you want your company to stand for. What are you really trying to accomplish or sell and who will want to give you their hard earned money for it? Once that is established, make sure that this theme is carried out throughout your entire company, including the design. The power of a brand doesn't come from a great logo, it comes from making a logo stand for something great.