Your brand isn’t the nice logo and pretty colours that the term is often, incorrectly, associated with. A brand is about creating a personality for your business.
Your brand should become part of the DNA of your business. It should be present in everything you do. From your brand identity to the way you answer the phone. From the stories you tell on your website, in brochures and tweets, to how you deal with a complaint.
Creating a successful brand is about creating an emotional connection with your consumer. This is done by defining what your brand is. The values, personality and stories the brand lives by.
But your brand is more than what you think and say. Your brand is also what others think and say about you.
It is only once your business has a personality that customers can decide whether or not they like it. If your business can portray a personality that complements theirs, they might just let you become their friend.
Scientists back this theory up. The latest catchphrase in the pursuit of getting ‘buy in’ from your target audience is ‘neuromarketing’. Over the last decade or so, neuroscience research has shown that emotions play a much more important role in decision making than most people have thought.
Our brains process much of their sensory input subconsciously, generating affection toward or against objects. Signals that don’t generate positive or negative emotions are filtered out (seen as unimportant) and never reach our conscious mind.
So, for your brand to get attention, it has to trigger an emotion.