“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou is not known as a branding expert but in this quotation she nailed it.
Many people view branding as an exercise in creating logos, choosing colors, or packaging, signage and web page design.
These visual 2×4’s are important but they aren’t the whole building. And they only bring home the feeling you want to nurture if they are done intentionally, consistently and honestly.
Your logo is not your brand
Too many of my clients start with a logo. They jump on Fiverr or 99designs and hire some stranger to design a logo for a pittance. In a bootstrapping start up mode they have little money to hire a local graphic designer who will take the time to understand the goals of the business owner and basically get inside the head of the desired brand.
The result is a logo that is inadequate for building the desired brand feeling.
With an inappropriate first brand element, the entire structure is in jeopardy.
Now I am picking on logos which is a bit unfair. But a logo is the equivalent of brand in many people’s mind. And nothing could be further from the truth.
Brand is emotional
I am also spending a lot of time on this brand-is-feeling topic. Maybe you are saying, “I get it. Let’s move on.” That’s fair. I just want to make sure that no one misses the point.
No single element makes a brand. It is carefully built one strand at a time, like a tapestry. There are no shortcuts.
Your brand is built on the beliefs you have about what you do.
It is demonstrated by what you say.
What you do.
What you look like (ah, this is where that logo comes in.)
What your rituals are.
What other sensory elements you use.
And all of this results in how you make people feel.
These six ingredients are what we will be covering in the remainder of this Branding Sparks series.
Don’t worry. It may sound overwhelming but it isn’t. We will take one at a time and have plenty of time to reflect on each one and how it can apply to your business.
- This is the start of your glue recipe. The glue that will create sticky customers. In the previous lesson you were asked to think about what people feel when they hear your name. Today assignment is to think about any specific things that are cultivating this feeling. Jot down any ideas that come to you.