First let's address what a brand is NOT! It is not your logo, or letterhead or business cards. It isn't your website, social media or other media. It's not even your tagline, although your tagline, if you have one, should represent your brand and convey to your audience what your brand is.
Then what is your brand? Your brand is the PROMISE you are making to your customer or client base. It is the value or experience they can expect each and every time they interact with your company. The more you can consistently deliver on that promise, the stronger your brand will be to you and your customers, which in turn will generate loyalty.
Some brand promise examples:
Coca-Cola: To refresh the world in mind, body, and spirit, and inspire moments of optimism; to create value and make a difference.
Google: Organize the world's information and make it universally accessible and useful.
Apple: To create products based on seeing the world a little differently, and inspire their customers to do the same.
Starbucks: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.
Amazon: To deliver the broadest selection of products and services at the lowest prices with minimal hassle.
Tesla: To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.
Ignite+Propel: To inspire and educate MSPs, Agents and VARs on igniting and propelling their marketing to reach new levels of success.
Contact me for a complimentary introductory brand audit at susanelder@ignitepropel.com.