What’s the Difference?
A company sells a product, service, or entertainment. A brand is the company’s personality — it’s the front-facing side of the business that customers interact with.
“Brands are psychology and science brought together as a promise mark as opposed to a trademark.” – Scott Goodson (Forbes)
So Why Does It Matter?
- Branding your company adds credibility
- It’s marketing on the subconscious level
Once customers begin to recognize your logo, your graphics, your design, your company’s personality, they begin to trust your company more. It becomes familiar. It becomes credible.
Building brand awareness requires repetition and a positive reputation. You establish repetition by being consistent with the logo and graphics you use, and you develop a positive reputation by providing value to your customers through teaching, promotions, or entertainment.
Once you’ve developed a positive reputation and brand awareness, you can use your brand as the portal connecting your product to your industry. Customers should already have a positive correlation between your brand and the industry, so the next step will be introducing your product.
When your brand becomes well known enough, people will begin to subconsciously think about your company and its products just by a symbol, logo, or graphic.
Let’s take a look at an example.
What’s the first thing that pops into your head when you see this image?
I bet you that the pink mustache made you think of Lyft, the ride sharing app.
If not, maybe you’ve never used the service before or their rebranding towards the end of 2016 threw you off.
When you’ve reached this degree of brand awareness, it only takes a split second to get a passer-by (or in our case, a “scroller-by”) to begin thinking about your products.
If you struggle with consistency and repetition, an important part of building any brand, try using a social media scheduling tool to schedule branded content weeks or months at a time.
Consistency can help with much more than just branding. Get the full article here: