What Does Your Brand Stand For?

The word “brand” means many things to many people. These days it’s a buzzword bandied about as if it were the “it” word of the 21^st century.  The problem is, no one really knows what branding means.

It’s my goal to clear up the mystifying concepts behind branding with my blog post series Branding Questions, which seeks to explain effective web design and branding.

BRAND

Broken down to its most simplistic value it means a mark or symbol used to exemplify a firm’s very essence. In simple English, a brand is what your firm believes in. But the term applies to many components of your business. It’s not just a logo.

When clients come to me they usually say “I want you to design a brand for my new company” and I say “OK. What do you stand for?” To which I hear silence. Considering that your brand is capable of giving you a major competitive advantage, it’s important to understand how you arrive at figuring out your brand.

Before you head off to your designer’s office to discuss your new brand, think about the following questions:

• What are you all about?
• What are your firm values?
• What is your mission?
• For whom are you meant to perform your mission?
• If you were making decisions about your strategic direction, how would your brand come into play?
• How will all this translate to your website and online branding?

Make a list of what makes you different from your competitors. Think of WHY someone would hire you over any other company. Then add the answers from above. This should help you come up with what your brand stands for and what it really offers.