As we interact with business owners and other members of the business community we notice a lot of confusion as to what Brand is. Everyone indicates that they know what Brand is, yet few can really put their finger on a solid definition when asked. To help define Brand and make it easier to understand I have outlined the four basic components that, when working together, create a powerful Brand. The four components of Brand are:
- Promise — Name, Logo, Design elements, Visual appeal, Reputation, Product design, Packaging, Price, Collateral, Advertising, etc.
- Product / Service — Performance, Features, Usability, Quality, Warranties, Satisfaction.
- Personality — Core Values, People, Attitude, Environment, Atmosphere, Brand language, Service.
- Process — Procedures, Systems, Delivery, Availability.
The Brand Promise should be thought of as the external image of your company; intended to seduce your audience to your message. If your message is in line with a problem or need of the customer, and your Promise is compelling, then sales are made.
Once the sale is made, the experience that the customer has with the Product or Service had better live up to the expectations set by the Promise. It’s the quality of the Product or Service itself, plus the Personality, supported by the Process that fulfills the Promise. Businesses making hollow Promises don’t survive. If you don’t have a lot of repeat customers, this may be your issue.
The bonus is that if you can go beyond simply fulfilling the Promise. Really work for it. You may find yourself in the promised land of creating Brand advocates, or even Brand evangelists. These are the most valuable customers any business can have. These people provide free advertising; selling your Brand to everyone they meet.
Many people define Brand as simply the company logo or other related Promise elements. A successful Brand combines Promise, Product, Personality, and Process to win.
In upcoming posts we will drill further into the aspects of Brand covered here. Think about the four P’s as you go through your day. We all have daily opportunities to strengthen and improve our Brand.
09.23.08 01:18 by Dan
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