“A brand is more than just a logo and a tagline.”, Americus Reed said in the Hidden Brain podcast back in 2021.

I am going to borrow a great example brought up in that podcast when talking about the power of the brand. The sheer value Branding can deliver to a company.

Think of generic vs. name-brand drugs. Generic drugs are a fraction of the cost of name brands yet they both compete on the shelves.

Name-brand drugs are in a market, competing against the exact same products that are priced at a fraction of their price. These name brands are living on perceived value.

I totally recommend giving this episode of the Hidden Brain podcast a listen.

So what is Brand?

Brand is the sum total of all the ways that customers experience your company, from their very first impression of the products you sell to the customer service you provide, to the “Good” you do in the world.

A strong brand can help you attract new customers, build loyalty among existing customers, and charge higher prices for your products or services.

But equally important, it should communicate your values and beliefs to the world and attract customers who are aligned with your values and beliefs.

When developing your brand, think of your business’s Purpose or its “Mission”. What do you want your company to DO for the world or for your customers, your “Brand Vision”?

Finally, what are your brand’s core values?

To build a strong brand, you need to believe in your own brand, honor your own brand, and represent your own brand.

Look at your Brand

Sit down and pull out your brand guidelines. Maybe you need to dust them off first. Hopefully not.

• Read your Mission and Vision statement.
• Read through your core values.
• Look at your latest marketing efforts.
• Listen to some sales phone calls.
• Look at your service delivery.

Is what you see reflective of your Brand promise?

If not, your company culture may not be aligned with your brand and you may have some work to do.

The PIC Growth Roadmap