Are you a business, or a brand? Some folks might say, Nicole, that’s the same thing. Well, I beg to differ!
There is a big difference between a business and a brand, and once you grasp that difference, you’ll have the power to transform your business into a brand that is ready to make its mark on the consumer landscape.
You could go to the dictionary for the definition of these two terms, but I’ve found it pretty easy to define them like this: A business sells something, while a brand stands for something.
If you want to make an impact in the world, you need to become a brand. Brands are able to break through all the noise in a crowded market, and they lead to more customers, more revenue, and more authentic connections – which ultimately is what it’s all about.
“ A business sells something. A brand stands for something. To make an impact, become something bigger than your product. To become a brand, you need to transcend.”
You might be asking yourself why customers connect, and ultimately purchase, more from a brand. When you become a brand, your business stands for more than just the products or services you sell.
You’ve created a set of ideals and values that you stand for. You offer your customers a set of values and ideals that they can relate to and support. When you do this, your customers start to see a commonality between themselves and you. Buying your product or using our services becomes a form of expression and a way to display who they are, and who they aspire to be.
At its core, a brand is a combination of three things.
Your reputation is what people think of when they see your name, your logo, and what they have heard about you.
Your differences are the factors that separate you from others in your field. Maybe it’s your customer journey, your quality of products, or the superior service you provide. Anything that sets you apart from the competition falls in this category.
Together, your reputation and differences create your brand identity.
The last important component of your brand is your ideals. This is personally my favorite aspect of branding, because it’s where you can really infuse who you are and what you believe in! Ideals are the values and beliefs that you infuse into your brand, and they are what help customers connect with you on a deeper level.
Maybe you believe in organic materials and eco-friendly production. Or perhaps you stand for tradition and history. Your ideals elevate your brand and give customers a way to connect with you.
Because let’s face it: no matter your industry, there is a lot of competition for products and services out there. Ultimately, consumers make a purchase decision based not only on what you sell, but who you are.
The world is full of businesses that sell things. Don’t be just another business. My goal for you is to become a brand that stands for something, and to find your tribe of people who share those same ideals, beliefs and values.