Often, when the topic of branding comes up, thoughts of logos, colors, and fonts preclude all else. But your brand is so much more than that! Your voice, messaging, company beliefs and values, vision, and purpose come together to create a cohesive story that impacts everything from external marketing to internal company culture.
How your brand affects how others perceive you
A strong brand will do wonders for your marketing. By incorporating your voice, values, and purpose into your messaging, you begin to establish your brand as a consistent presence in your industry or market. This consistency distinguishes your company from your competitors and gives you a leg up in the marketplace. You’ll begin to build trust with your prospects earlier in the buyer’s journey, establish deep lines of customer loyalty, and increase your company’s credibility.
But your brand doesn’t just affect your audience. In fact, its effects on your organization are far more significant and much more important than anything seen from the outside.
How your brand affects your perception of yourself
When you have a cohesive brand, your whole organization is improved from the inside out. You’ll find employees more aligned, teams working together more efficiently, and productivity increased.
Cross-departmental communication can often be a pain point for larger organizations. With a strong brand, though, consistency is easier to achieve, and communication becomes streamlined through the natural guide created by the values and vision that make up your brand.
Clearly defined company values can even improve your recruiting and hiring process! Your brand provides candidates the ability to determine if they will feel good within your company. When you find someone who aligns with your brand and seems like they could play a vital role in achieving your company’s vision, you’ll find that they’ll be a good fit for your culture, and the transition will be natural.
Refining from the inside out
If you’ve never taken your organization through a branding process, it takes a while. It’s not a simple checklist or a short survey. It will entail philosophic conversations around the very existence of your business and might bring up uncomfortable topics that need to be addressed. But the time and energy you pour into it will result in a business and brand that you and your team can proudly stand by and celebrate. Your audience will see the confidence and pride from miles away and will inexorably be drawn towards you.
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