Every company has a brand, whether they realize it or not. The question is not whether a brand exists for your company, but who is defining it. Your brand lives in the minds and reactions of your customers but it is up to your company to shape that perception.

Companies that abdicate the responsibility of building their brand narrative run the risk of it going rogue.

Without a clear and consistent message, the audience will form their own perceptions of the company, which may not align with the company’s values or goals. This can lead to confusion and mistrust among customers and make it difficult for the company to achieve its business objectives.

When carefully managed, your company can actively influence how its brand is perceived by your target audience. This is done by crafting a clear and consistent brand narrative that stems from your company’s core purpose. Your brand platform forms the basis of all messaging and marketing efforts, providing guidance and alignment so your audience hears, sees, and feels what makes you the more relevant choice for them to build trust and loyalty in.

By taking the time to define and communicate your company’s brand narrative, you help your audience understand your brand promise – giving them something to relate to, connect on an emotional level, and ultimately foster a stronger, more successful brand. 

So where to begin defining your brand?

Here are three steps your company can take today to help define your brand strategy and promise:

1. Define your company’s “why”: Take the time to clearly understand the purpose and reason behind your company’s existence. This will give you a strong foundation for your brand narrative.
2. Look at your messaging: Review your current messaging and see if your “why” is woven throughout your content. If it’s not, consider revising your messaging to align with your company’s purpose.
3. Understand your target audience: Get to know your target audience and understand their needs, wants, and pain points. This will help you to craft a brand narrative that resonates with them and addresses their specific needs.

By following these steps, you can actively shape your brand and ensure that your target audience understands and resonates with your company’s purpose and values. This will ultimately lead to a stronger, more successful brand.

Interested in learning more? Contact me today to get started shaping a brand strategy your audience will interpret correctly.