Your brand is your identity.
Much more though than just the logo or a clever tagline. Your brand has a series of complex layers and relationships that work and grow together communicating your company's story.
Think of it like a s'more with the cookies, marshmallow and chocolate all playing key roles which are great on their own yet decadent as a system.
Your Identity
S’mores are known for their Graham wafers which form the base of this tasty treat. Your brand is the same as those wafers and functions as the foundation for the process of building an identity for your product or service, helping to define it over that of other sellers in the marketplace.
A brand can be just a name, or it can be coupled with any combination of symbols, shapes, words and colours to make a logo. Combined with a look, a slogan and the tools to use them effectively in communication, form the foundation of your identity.
Brand Positioning
Having established identity, positioning is the next key step brand building. The marshmallow glob between the wafers of our s’more can be thought of as the positioning element as it give definition and starts to appeal to a core target market who like s’mores.
Ignoring positioning results in a disjointed brand which has no unique selling point and remains unaware of it best-value customer. An identity without a purpose leaves the business as little more than a few scattered crumbs that are quickly swept away in a crowded marketplace.
Communication
When done right, the chocolate of a s’more melts to the Graham wafer and then oozes down over the marshmallow to the base, making one cohesive unit. It puts the finishing touch on our s’more, announcing it as a truly decadent treat!
Communicating to build your brand works the same way. A good media-mix envelops many different channels that operate uniquely to the brand and the business behind it.
