ARE YOU A COMPANY OR A BRAND?

By Valeria Basso, Brand Experience Architect/Owner, Symphonic Communications Consulting

 

Let me ask you: What does your business sell?

If the first thing that pops into your mind is the name(s) of your product(s) or service(s), you are in trouble. Deep down, I’m sure you know that already so you might as well admit it to yourself. You are in trouble because anyone can sell your same products and services. In fact, lots of companies already do. At the same price. Maybe even cheaper. So, really, what is it that makes you “oh so special”?

That’s where branding comes in. I know, “branding” is a confusing concept. But branding is misunderstood because we’ve come to think of it as “fluff.” As the polished coat we put on our business’ name to make it look pretty, to make it shine a little brighter or scream a little louder. And that’s a huge mistake.

Branding is not the coating; it’s the essence. It’s the DNA of your business; the one thing that makes it truly and utterly one-of-a-kind. The one thing that should guide absolutely everything your business does: online, offline, internally, externally.

Companies sell products and services. Brands sell values.

Yet, you know that it’s not all about you. First and foremost, it’s about your customer. Your unique value means nothing if it doesn’t have a meaning for your customers, if it doesn’t match their deepest wants and needs.

That’s why you have to get into the habit of thinking of your brand as a continuous co-production between you and your customers.

Let’s assume you know your customers inside and out (because you do…right?)

You still have to keep in mind that, as much as we want to believe we are rational beings, we are not. Neuroscience has showed us that our brains are controlled by our emotions, first, and by reason, later. This means that your core brand message should be about the emotional benefit that you provide to your customers. And since this is a two-way street, the emotional benefit should hit at the heart of what they care about and what your company is about.

Companies sell products and services. Brands sell emotions.

Now that you’ve figured all this stuff out, you still have to find a way to communicate it to your customers - at every point of contact - in a way that gets them engaged and involved. How do you do that?

You might have heard a lot of marketers say that you must paint a clear picture in the customer’s mind about who you are and what you can do for them. Well, that’s not enough.  What you really have to do is put a story in their mind. The reason couldn’t be simpler: Stories are what we are genetically predisposed to use to process information, create meaning, and remember things. Stories combine facts with emotions, heroes with villains, challenges with triumphs, and journeys with transformations. They show us the roller-coaster that life is made of. They are inspirational. They teach us how to live. They are the way we think of our own life.

So, if you want your customers to really understand how you can help them and how you fit into their lives, you need to say it with stories. Here’s the key, though: it’s their story, so don’t make it all about you. Some brands do right by embracing storytelling but fail because they only end up glorifying themselves. Well, guess what: You are not the hero of the story; the customer is. You are the wise-man; the Yoda who helps the customers through the journey to get where they want to get; to be what they want to be.

Photo Source: http://img2-2.timeinc.net/ew/i/2012/08/SAGES-YODA.jpg

Companies sell products and services. Brands sell a journey towards a better life.

By placing the customers at the center of your brand story, you’ll make them feel flattered to be treated as the hero and grateful to you for your support role…and for putting their interests before your own. That’s a refreshing concept that a lot of companies still fail to grasp. As for you, telling the brand story this way, over and over, will help you stay focused on what matters the most: your customer.

Now, let me ask you again: What does your business really sell?  

Symphonic Communications Consulting offers branding, marketing, public relations, and small budget video production services to small businesses and non-profits. Through strategy and execution support, Symphonic helps you create a memorable brand experience that makes your business stand out from the crowd and connect with your target audience in a meaningful way. Symphonic's owner, Valeria Basso has almost 10 years of experience in the field, having worked for companies of all sizes, from large corporations like Paramount Pictures to solo entrepreneurs. 

Email: valeria@symphonic-communications.com 
LinkedIn: www.linkedin.com/in/valeriabassosymphonic.