“Your brand is everywhere you touch a customer, prospect, or influencer.”
Sadly, I don’t know who this quote came from. But it really aligns well with our philosophy here at PWB. It’s easy to think your brand is just your logo. Or, your advertising. Think about the world’s leading brands. Their brands have nuances that transcend traditional marketing considerations:
- Sound: Harley Davidson has trademarked the unique rumble of their engines. Branding.
- Color: UPS owns the color brown in not just transportation and shipping, but in society. Branding.
- Smell: Abercrombie & Fitch and Tommy Bahama (along with a myriad of other retailers) have a trademark scent in every retail store. I swear you can even smell it on clothing. Branding.
- Sound: Intel’s classic “Intel inside” audio signature is unique, distinctive, and associated only with them. Branding.
While we’re not discounting the impact of your logo, or your advertising, we would encourage you to take a broader view. What do your invoices look like? How about your packaging? Now think deeper – where else to key audiences experience you? Years ago we rebranded a local transit authority. While the business cards weren’t unimportant, most customers interface with this brand by seeing their buses. A commercial developer asked us to first design their job site trailers and signage.
So, push harder. You’re interacting with important audiences every day, probably in ways you’ve never thought of. For example, we recently saw this vehicle parked outside a client’s office. Yup, your offices say something about your brand. What plants you have. The art on the walls. The water cooler (ours has a cover that alternates between the Packers and the Patriots – nod to a couple of hardcore fans on our team).
Now, most importantly pull it all together. In total, your brand needs to present a consistent image, aligned with your core brand values. You do have core brand values, right? Collect all of the elements you can think of, put them up on a wall and see if you look like one company, or like “fruit-striped gum” to borrow a phrase from a former client. Need help getting this all aligned? Let’s talk. We’d be happy to buy you lunch or a drink and discuss it.