“Your brand is what people say about you when you’re not in the room.” Jeff Bezos, Amazon CEO
In the digital world, your brand is increasingly where your audience and prospective client’s first impression of you is formed. Your brand is now akin to a digital handshake and needs to communicate who you are, what you do and why you do it, rapidly.
You probably already have a logo and strapline, and that’s a good start, but, in a crowded market, you probably need to do more to stand out.
“Eventually, there will come a time in which you need to draw your line in the sand, make bold claims and present evidence to back them up. Even the phrase “thought leader” is becoming overused; think of this strategy as “leading through thought” instead. The main goal of thought leadership content is to establish yourself as an expert and become a go-to resource in your field.” According to Nick Wolney, writing in Entrepreneur magazine.
Here are some questions that you may want to think about…
- What impression do you want your audience to form of you within the first 30 seconds of interaction with your brand, in the blink of an eye?
- Does your brand make bold claims and provide evidence to back them up?
- What is your 30-second digital elevator pitch?
- Do your marketing and your team communicate a consistent message in a crowded market?
- What purpose drives your brand, where is it going, what does it stand for, and how does it stand out from your competitors?
When was the last time you took a really good look at your brand?
If you are changing your position in the market – by adding a new service or product or launching a new brand or sub-brand or merging with another business – time is of the essence.
And, even if you’re not, at a time when there are more companies finding more ways to reach more customers with more products and services than ever before, clarity of brand is more important than ever.
Because, a clearly articulated brand purpose and messaging definitively tells the world who you are, what you do and why you’re the one they should choose over any of your competitors.
Every brand has a story which can be crafted into a compelling narrative and rich visual language.
Email me at Graham@digitalfreelance.co.uk if you want to have a chat with Bill, our brand consultant and I about how to bring your brand to occupy the position you deserve in your marketplace.
