Your Brand: Much More than a Logo
by Frank L. Williams
What do you think of when you hear the phrase “brand identity?”
For many, the first thing that comes to mind is a visual brand, such as a logo. When I say “Pepsi” or “Coke,” most of us can instantly visualize their respective logos. The idea of a brand being a visual element is likely related to the age-old practice of branding cattle and other livestock with a recognizable mark to ensure that a rancher could easily identify members of their herd. An organization’s tagline or slogan is a verbal or written component of its brand messaging.
While visual imagery and strong messaging are certainly important components of a strong brand, they are pieces of a larger puzzle.
One of the best definitions I’ve heard of “brand” is the first thing that pops into someone’s head when they hear your name. With this definition in mind, building a brand is more about much more than imagery and messaging: it’s about building a strong brand reputation.
What is the distinction between brand identity and brand reputation? A quick Google search yielded this AI-generated answer: “Brand identity is the visual and verbal representation of a company, encompassing elements like logo, colors, and messaging. It’s the controlled and intentional image a company projects. Brand reputation, on the other hand, is the perception of a brand by customers and the public, shaped by their experiences, interactions, and word-of-mouth. While brand identity is what a company intends to be, brand reputation is what customers actually perceive.”
For once, AI is right on point. A strong reputation is about credibility and trust. Talk is cheap, and a client’s actual experience with your organization will trump your brand messaging every time. That’s why it’s critical that your brand messaging be aligned with who you really are.
A strong brand reputation is built on a clear strategic vision and mission, core values that are intentionally lived out through your organizational culture, a clear value proposition and unique selling proposition, and a well-designed client experience. Your branding and organizational communication programs should clearly and accurately communicate who you are, what you stand for, and how you help those you serve.
Further, and perhaps more importantly, your operations and client service must match your words. Every single interaction a client or stakeholder has with your organization is a brand touchpoint and affects your brand reputation, for better or worse.
Your brand reputation is much more than a logo or tagline – it’s how people perceive you and your organization, and it’s based on experience, trust, and credibility.
Do you know how your key stakeholders view your organization? Do you have a plan to build and maintain a strong brand reputation? Drop us a line if we can help!
