Branding is something you’re likely familiar with. Most people think of logos and color schemes when it comes to branding, but it’s much more than that. Branding is really what people think of when they see your logo or hear your name.
Who Owns Your Brand?
The truth is, you don’t own your brand – your brand lives in the minds of everyone else. I’ll give you an example. If I said “Corona” to you a year ago, you would have thought about the adult beverage. Today, it’s related to a global pandemic. Not exactly something Corona-the-drink could have predicted, but something they have to recognize. They don’t own the brand, we do.
Should I Just Stop Trying?
Just because your brand isn’t necessarily owned by you, that doesn’t mean you don’t have some control and influence over it. In fact, you have a lot of control and influence over your brand. It’s your actions that help form your brand’s image.
Branding is the Entire Package
Every single touchpoint that you have with a customer or potential customer affects your branding. When you develop a good, authentic relationship with your audience, they see it. We can tell the marketing garbage from the real thing. Giving something a shiny layer doesn’t change the fact that underneath it’s all rusted. If you own a restaurant, the people who interact with your customers will have the biggest affect on their experience. Of course, there’s a certain basic level expected – a clean environment, clean dishes, and good food. Even with those things, if the service is terrible, that person doesn’t think very well of you. The experience has to deliver – you have to keep the promise you made.
Creating Your Brand
There are many parts to a brand. Your logo, color scheme, font choices, imagery, and voice are a part of that. Those are the introduction. They’re how someone can tell, at a glance, what you’re about. So they are definitely important. But beyond that, your brand is what you do. You want people to see the real you, whether that’s you as an individual, company, or organization. You want to be authentic. That’s a buzzword that us marketers like to throw around, but there’s a truth to it. The good news is, being authentic should be pretty easy – it’s being you.
How to Be Authentic
I know, it’s easier said than done, right? That’s why I’ve created a cheat sheet for you. In 10 Authentic Social Media Ideas, I give you examples of ways you can share your brand with your audience on social media in ways that show them your true brand – the real you. I’ve included real-world examples so you can see how these ideas work.
Download my free workbook 10 Authentic Social Media Post Ideas