What are Brands Anyway and Why are They Important for your Online Business ?
Brands are more than just a Logo.
What are Brands anyway? I know for sure what they are not!… they are not just a logo, a name or an emblem. There is more to a brand than only the physical or visual representation. A brand should elicit an emotion in your customers. This sensation or feeling can be positive or negative depending on the brand experience.
Brands are distinct
Brands are so distinct, especially when it comes to the service industry think of Starbucks, a Barista has the power to make your cup of coffee magical. Yes! He/she can make a coffee experience exceptional by the quality of their service. They have to get the temperature of the water and milk right. In most coffee shops, e.g. Costa coffee, they have to get your name right so they can put it on your coffee cup. This two little things can make a big difference to your association with you the coffee shop.
A brand should elicit an emotion in your customers.
They convey so many cues.
Brands have a physical (logo, name ) and emotive (experience generated) part to them, think of Coke if both work together they create a synergistic effect. I bet you have seen some memorable Coca-cola advertisements. Don’t they just make you want to drink a big ol’ bottle of Coke?
The Brand will appeal to more people because they feel good during and after its consumption.
They come to life … they have personalities.
Brands also have personalities which should pair up with the aspirations of its target audience. Think of Tesla consumers they are modern, energy conscience and every so proud to be seen driving one.
Tommy Hilfiger is a favourite of ours here at Hippos to Horses Marketing (H2H). Mainly because of the latent assurance that the quality of the garments will be value for money. Tommy Hilfiger garments are well-tailored, and finished experience has shown that delayed gratification is to be prized, at H2H we are wise and wait for the sales.
Brands can be extremely valuable.
Tommy Hilfiger brand makes one feel young, energetic and germane. On their website, this Brand is described as, “…leading designer lifestyle brand to celebrate the essence of classic American cool style. Inspired by iconic pop culture.” No wonder we resonate with this Brand, we get to live vicariously through it !.
Ardent Tommy Hilfiger consumers identify with that aspect of the Brand personality. The clothes do the talking! No need to guess how it makes Tommy Tribe feel. Value is an exchange between the two parties. Consumers get fine quality clothes and a sprinkle of ‘iconic pop culture’. Tommy Hilfiger gets money and satisfaction in seeing his dreams in action. According to its website, the Brand was generating $8.5 billion in sales in 2018.
They have identities
Brands are physical, emotional and come with personalities that can be transferred to customers. Brands give us an identity because Brands have an identity. Brand identity is a culmination of all the qualities mentioned above.
Brand identity helps us recognize the Brand by its logo. Brand Identity assures consumers by consistently delivering the same Brand experience. Brand Identity projects its personality onto the tribe.
Brands are physical, emotional and come with personalities that can be transferred to customers.
Brands give us a promise – Brand Promise.
Brands have promises, they tell us that when we interact with them, they will solve a particular problem better than any other Brand. Volvo, for the longest time, was safety position. As a Volvo owner, you knew you were in good hands behind the wheels of a Volvo. They now identify as innovators… ‘Innovation is in our DNA’. Volvo had to change its positioning because all other cars manufactures were able to match Volvos the safety features. Look out for Volve as they continue to innovate more electric and autonomous cars.
Brand Promise – an express assurance on which expectation is based
Brands promise to give us the same quality of experience every time we allow them into our lives. Brands promise to hold our hands and walk us through the murky waters of life. Brands promise to partner with us that we are not alone that we can go through situations and come out stronger … unblocking the stinky kitchen sink and leaving a pine smell in the process …is a Brand promise well worth its weight in Gold.
Brands promise to hold our hands and walk us through the murky waters of life.
To such Brands, we give our loyalty.
Brands that deliver on their promises get our loyalty. Oddly enough we as human beings are a generous species with an innate predisposition to give back. Brand loyalty is our way of giving back. Loyalty to Brands has nothing to do with the Brand but everything to do with our response to the Brand.
Brands receive our loyalty when they deliver on their promises. Life is better when you know someone has got your back.
Brands receive our loyalty when they consistently deliver on their promises.
How are Brands Built?
As you think of the Brand you want to develop to represent your Business, remember its multidimensional nature.
A brand is more than just a logo. Its very existence is to give solutions to a problem better than any other brand in that category. Notice the ‘better than’ that is your cue to charge a premium. Your Brand must always deliver on its promise.
I think it is safe to say that your legacy is your Brand, your Business. This is because it someway the Brand identity and Brand personality emulate you. It has segments of your DNA. You have already read that consumers resonate with brands that reflect their personalities, ambitions, identity and aspirations. A tribe results from a shared DNA.
Apple will always at least in my mind, be the personification of Steve Jobs. “Innovation distinguishes a leader from a follower” on of Steves famous quotes. Do we love Apple products … yes !. Like it or not, Apple will always be Steve Jobs legacy.
As a Business owner or Brand Manager, you have to tie all the characteristics of the brand mention above, to show to the world at a glance, your brand value.
At Hippos, to Horses, we boldly say that ‘Brands are us !… We are Brands !’
‘Brands are us !… We are Brands !’
Final Thoughts on What Brands Anyway and Why are They Important for your Online Business ?
Brands help you as a business owner to stand out from the crowd . Your business brand helps to signal to your dream customers , who you are and what problem you will solve for them. A branded online business is able to give a guarantee is consistent quality and therefore increase the number of times your dream customers will interact with your business. Do I hear repeat sales ? Yes , you will have a viable business .
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