Everything You Do
What’s your brand? Your personal brand? If you haven’t created a logo for yourself, or trademarked your image, you still have a personal brand.
Logos, trademarks, slogans and product names are not really brands, at least not by themselves. They are really just brand symbols that form just one part of the overall brand.
What, then, is a brand? It’s not one thing, but it is everything. Everything a business, product or person does is part of its brand. But, that definition makes it difficult to quantify. Do we need to list all minutia of everything a company or person does to know its brand? Luckily, no, but, unfortunately, yes.
Think of brand as identity. While identity is no easier to quantify, it might be easier to understand. Your identity is who you are – a good person, charitable, hard working and educated – everything you do. Unfortunately, it might also include exceeding the speed limit, spitting on the sidewalk and not picking up all your toe nail clippings.
Your brand is what comes to mind when people think of you. Your company’s brand is what comes to mind when your customers and potential customers think of your company.
For example, what does the term “Nike” bring to mind – quality athletic footwear or high cost - or the “swoosh”? Regardless of the answer, Nike’s brand, or identity, is the feeling you have about the company, which is affected by everything it does.
A company’s web site plays an increasingly important role in its identity. Web surfers are ever more sophisticated and are no longer satisfied by simple dazzling good looks.
If your web site does not solve the individual needs of your potential customers, you have less chance of turning them into paying customers – and it will reflect on your brand.