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What Does The Word “Brand’ Really Mean?

What Does The Word “Brand’ Really Mean?

What Does The Word “Brand’ Really Mean?

You choose Nike over Adidas, Neutrogena over Oil of Olay and prefer Subaru to Hyundai, but do you know why?

 Whatever your brand preferences are, you have a reason for your choices.

You’ve developed a sense of trust in these brands, with the expectation that they will continue to produce quality products or services that you love. If your favorite brand suddenly did something out of character, would it cause you to switch to a competitor product?

Today’s customers are more discerning about brands and have become less loyal than ever before, making it crucial to establish a resilient and authentic representation of your business.

 

What do you really mean when you use the word brand?

You’ve likely used it to describe a company you like or one you own, but do you really know what this buzzword means?

Buzzword Evolution

The term “brand” has become the ultimate buzzword. It’s everywhere you look.

As consumers gain greater access to technologies and platforms once reserved for bigger businesses, everyone is suddenly aware and interested in the concept of a “brand.”

But do we all mean the same thing when we use the word?

Over time, the word has become diluted and is often misused. Everybody seems to be talking about how much they like or dislike this brand or that brand, and sales and marketing-focused businesses are constantly talking about how they need to brand themselves or improve upon their business’ brand.

 

What Constitutes a Brand?

In short, your brand is what people say about you when you’re not in the room.

Your brand is also a group of assets that represent your visual identity (such as color palette, font, logo, style, etc.), and the words used to describe your mission and mission (characteristics, differentiators, writing style, etc.).

The better a job a company does at mirroring its target customers in the visual identity of their brand, the greater the chances are that they will attract consumers who share similar beliefs, values, and interests.

Have you ever sat down and thought about what brand means, concerning your own business or a brand that you love?

If not, you may be missing out on a deeper level of connectivity that becomes possible when your awareness increases. Knowledge is power – the more you know about a brand, the better you can analyze and tend to your own.

Understanding why your customers connect with your brand is essential to creating a brand that builds trust and affinity.

Brands Establish Trust

When someone says that they like or dislike a brand, what they mean is they like or dislike how the brand makes them feel.

For some, to think that you might have an actual emotional relationship with a company (also known as affinity) is startling. But think about it: when you need a new pair of jeans, do you start by looking at stores you’ve never shopped at before? Or, do you go to the store you know and trust to provide quality fitting jeans?

Odds are, you go to the retailer that reliably provides quality fitting jeans, and that’s because of this little thing called trust.

Trust is built between brands and consumers through consistency, via engagement and quality content.

Trust is what a brand builds with consumers when it communicates a consistent message through advertising, reliably provides quality products, and appropriately manages customer expectations.

 

Changing Your Brand’s Perception

Who you are and your company mission is important, however, perception is equally as important.

If your brand perception doesn’t accurately reflect your company’s purpose, then you won’t be able to attract your ideal customers.

One of the best ways to change your brand’s perceived attributes is to invest in creating or modernizing your image. Your customers are more interested than ever to hear your story, and it’s up to you to show and tell in a remarkable way.

 

Considerations

  • How do you feel about your brand?
  • Can you describe the qualities of your business’ brand clearly and concisely?
  • Do you think your customers trust your brand?

Let us know in comments below!

 

Need help answering the above questions? Get in touch!

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Is Your Brand Telling The Right Story?

Is Your Brand Telling The Right Story?

Is Your Brand Telling The Right Story?

It takes a lot of hard work to build brand equity.

Do you feel as though you’ve been working on brand development, but sense that something isn’t quite right – You can’t quite put your finger on it, but you know that your brand’s perception is not on-point.

If this sounds like you, we’re here to help!

It may be time to take a closer look at what your brand is saying about your business.

What story is it telling? Is it telling the story you want it to? How do know if your brand is telling the right story – one that’s closely aligned with the values and mission of your business?

Here are 5 signs that may indicate your brand is telling the wrong story:

1) Your “Why” for doing business is or has become unclear to you.
Do you have a strong “Why” for doing what you do? Or have you lost your purpose or mission somewhere along the way? If you aren’t 100% clear on your “Why ” your brand may have gone off track. That doesn’t mean all is lost, but you’ve certainly got some rediscovering to do.

If you skip figuring out your mission, why you do what you do and what differences you want to make as a result, you’ll forever be missing a key ingredient to building an authentic and trustworthy brand.

If you don’t know or can’t define your “Why” how can you expect anyone else to? If you don’t get clear about your “Why” you may continue to attract the wrong type of client or customer.

2) You aren’t sure if you have a “brand” at all.
Do you know what makes your brand different than your competitors? Are you an established business or just getting started? It’s hard to know if your values align with your brand, if you don’t have one, or don’t know how to define it. It’s time to figure out what your brand is if you have one at all!

3) You are scared to be your authentic self in business.
If you and/or your team feel insecure during business dealings/interactions, that is a sign there is lack of clarity in your business. If your brand portrays values other than those you are passionate about, you may need to dig deeper. Don’t be afraid to let your brand be a reflection of who you truly are.

4) You are embarrassed to hand out business cards and refer people to your website.
Your business cards and website should accurately express your brand image and values – you should be proud to share them with everyone you meet! If this isn’t the case, it may be a sign that your confidence in your brand is compromised, which will make it that much more difficult to establish trust with potential customers. It’s time to figure out why you lack confidence in your brand, and what you can do to change that.

5) Your gut tells you that you are misrepresenting your business.
When in doubt, always trust your gut. If you feel deep down that your brand isn’t representing your business in the way you want it to, or feel that it should, then it probably isn’t. The tricky part will be figuring out how you went off course in the first place, and how to get it all back on track.

Do one, a few or all of these points ring true to you? If so, don’t fret! There is a solution. Yes, it will require some discovery and self-reflection from you and your team, but it’s absolutely possible (and trust us, it’s not that hard!).

 

Do you need help clarifying your story?

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Want more?

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© 2018 Pistil Brands, LLC. All Rights Reserved  |  Website Privacy Policy  |  Website Terms & Conditions

Do You Trust Your Own Brand?

Do You Trust Your Own Brand?

Do You Trust Your Brand? 

Do you trust your own brand?

Here are 4 signs to help you confirm or deny if you trust your own brand:

1) When people ask you what your differentiators are, you’re unsure how to answer, and perhaps feel a bit embarrassed. 
We’ve all been there, but don’t fret because there’s a solution. If you are struggling with this, think about why it is that your customers buy from you. A great way to find out is to send out a survey upon purchase or project completion. Their answers may surprise you!

At Pistil, we send surveys to our customers at the end of every project. We glean SO much valuable information from these surveys, and our clients are happy to fill them out because it gives them the space to provide feedback they may otherwise not.

2) You make excuses when handing out business cards, or don’t hand them out at all because you keep “forgetting” to order more.
Do you often find yourself at a networking event without business cards? Did you “conveniently” forget to order more? Perhaps you are:
• Afraid to attract customers you don’t want
• Convinced you are undeserving of your target clientele
• Embarrassed by your cards, because they don’t reflect your values

Not everyone loves networking, but if you’re making the effort to attend a networking event, not bringing your business cards doesn’t send the right message. The message that sends is “I am unprepared and irresponsible.” Do you want customers to buy from you based on that assumption?

3) You get nervous around your direct competitors and similar professionals in your industry.
It’s a terrible feeling – the sensation that you’ve got a knot in your stomach – and you wish you could be anywhere else. What’s worse is that your fear is so palpable, you’re confident competitors can smell it from a mile away. The truth is, they may be able to. But who cares, because if you were confident in what you stood for and the value you had to offer, it wouldn’t matter in the least bit.

Perhaps you believe you are not good enough at what you do, and that others do it better (aka inferiority complex). Focus on what you have to offer and nurture it until it grows, and grows, and grows.

Don’t worry about what everyone else is doing – you will only pedal backward.


4) Your website looms over you like a black rain cloud – threatening to strike you with a thousand bolts of hard work.

Your website is the first place potential customers will go to learn more about your business and connect with your brand. It is where those searching for your products and or services may land and discover you. It’s also where you will capture new leads, by attracting visitors and inspiring them to convert from prospects to customers or clients. Simply put – your website is kind of a big deal (seriously)!

Does this sound all too familiar? Don’t fret! We are here to help you gain clarity on your brand.

 

Get in touch with us today to begin building trust with your brand

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Want more?

Get updates from our team.

We will never sell or share your information and you may unsubscribe at any time.

FOLLOW US

WE'RE OPEN

Monday-Friday, 9:00 am - 5:00 pm, Eastern Standard Time.

CALL US

@ +1.207.619.1733 to speak with a team member.

EMAIL US

@ talktous[at]pistilbrands.com and someone will get back to you.

CHAT US

on this page. We're ready to answer any questions you may have.

SCHEDULE

a complimentary 30-minute consultation with one of our team members here.

© 2018 Pistil Brands, LLC. All Rights Reserved  |  Website Privacy Policy  |  Website Terms & Conditions

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