What is a Brand?
“If people like you, they will listen to you,
but if they trust you, they will do business with you.”
~ Zig Ziglar
Your brand is much more than just a logo. It is actually the lens through which your clients see you.
Branding is an experience in trust.
Consider the following definition:
A Brand is:
defined by a promise,
symbolized by an identity,
expressed by communications,
and delivered through performance,
which creates a seamless set of experiences,
that strategically shape stakeholder perceptions and behaviours,
to create value,
and build trust.
– used with permission: JAN Kelley Marketing
Your branding is about a consistent experience across every point of contact with your clients; your website, your forms, your voicemail, your business cards, your office, your head shots, your style of dress, your tone of writing…
It influences everything!
You need to consider the experience your client has every time they connect with you.
Can their expectations be consistent, and is their experience of you and your brand congruent with the experience they will have with you?