What is a Brand and Why is it Important?

by | Aug 18, 2015

Entrepreneurs and small business owners often assume that because they have a product or service that they also have a brand. While the two ideas, may certainly cross paths in the minds of your customers, there is a clear line of distinction that separates one from the other. The product, service, good or idea that you sell is something tangible that your customer can see or touch and that you have control over.

Your brand, on the other hand, is made up of a series of intangible experiences that you can direct, but do not have complete control over. To quote those who have said it best, “Your brand is what others say about you, not what you say about you.” Things like names, logos, colors and marketing messages, help shape how your customers perceive your brand, but at the end of the day, the interpretation is really up to your customers.

Key Brand Attributes

You may be asking yourself, “How can I be sure to get my brand right when there are so many unknowns and variables?” Having a brand expert on your side can certainly help, but there are also certain attributes you can aim for when developing brand assets to help shape your customer’s experience and ensure your brand is unique.

  • Memorable – Is it recognizable and easily recalled? 
  • Meaningful – Is it descriptive and persuasive? 
  • Likable – Is it interesting, rich, and aesthetically pleasing?
  • Transferable – Is it transferable across product, regional and cultural boundaries?
  • Adaptable – Is it flexible and updatable?
  • Protectable – Is it a registered trademark and uniquely competitive in the market?

Asking yourself these questions will help you ensure your brand is well rounded and start you on the path to developing a solid brand image. It may sound extreme, but ultimately, the impact of a well-developed brand can mean the difference between business success and business failure, so it’s important to take the time to think it through carefully.

So, Is a brand really that important?

Pretend, for a minute, that you are an expert baker and love all things pastry. You have decided to take your passion from a hobby and create a business. You are so excited to begin your business that you set up a shop right away, hired employees and had a big sign made for your storefront to read Sue’s Macaroons. Surely, this will be great!

Unfortunately, even though you worked hard to ensure you tested your recipes to perfection and hired great employees, business was slow and did not take off the way you had hoped. In all the excitement to launch your business you forgot to consider some key aspects of your brand’s image.

For one, the font you chose for your sign out front was difficult to read (even though you thought it was super chic), making it confusing for your customers what you actually sold and hard for them to recall your name. You also did not consider that two blocks over, one of your competitors had an existing store sign with a very similar logo (did they get theirs from Fiverr too?) You chose the color blue because it is your favorite, but customers have a hard time distinguishing you from your competitor. Plus, the female demographic you were trying to target seems unresponsive to the direct mail marketing you have been sending out with funny messages you developed yourself.

These are just a few of the issues you might run into if you don’t take the time to consider your brand and how it affects your business. So the answer to the question? Yes, it really is that important! Hopefully this simple example can begin to show why your brand deserves just as much attention as any other aspect of your business.

Still need some convincing? Read more about branding here or talk to K Design Co. about how branding can make a difference for your business today.

Grab Your Free DIY Website Workbook

Looking for a little guidance as you think about creating your website? Packed with guidance, tips and examples, this FREE interactive workbook walks you step-by-step from strategy to launch.

ABOUT THE AUTHOR

Kristin Pruis

Brand Strategist & Design Consultant

I specialize in helping entrepreneurs and business owners bring their passions and dreams to life through branding strategy and design. While I have vast experience working with companies, agencies and organizations of all sizes, I especially enjoy working with female entrepreneurs and women-owned businesses. It’s my privilege to work alongside business owners as they launch, grow and maintain their business’ brands. I’d love to have the opportunity to help you with your needs as well whether that be branding, logo design, web design or something else. Let’s chat!

Never miss a post and get all the goodness delivered right in your inbox!

You'll get a weekly email with my latest advice on all things branding, design and business. Are you in?

0 Comments

Do you need a website, like, yesterday?

If so, my free DIY Website Planner Workbook is for you!

Having trouble getting your website off the ground and knowing where to start? My free interactive website workbook will walk you through creating your website step-by-step so you can finally land your dream clients with a website that reflects your brand!

© Copyright 2019 K Design Co.
Privacy Policy | Terms of Use

Join the Female Entrepreneurs Facebook Community
Learn these crucial brand basics for small business owners. Knowing the difference between product and brand can be the difference between watching your business sink or swim.

Just one more step!

Enter your name and your email and the workbook is yours - easy peasy.

Success! Your workbook is on its way to your inbox!

Just one more step!

Enter your name and your email and the cheat sheet is yours - easy peasy.

Success! Your cheat sheet is on its way to your inbox!

Just one more step!

Enter your name and your email and my tips for getting clients is yours - easy peasy.

Success! Your tips are on their way to your inbox!

Just one more step!

Enter your name and your email and my Mood Board template is yours - easy peasy.

Success! Your template is on its way to your inbox!

Just one more step!

Enter your name and email, and my Color Palette Guide is yours - easy peasy.

Success! Your guide is on its way to your inbox!

Just one more step!

Enter your name and email, and my Brand Messaging Checklist is yours - easy peasy.

Success! Your checklist is on its way to your inbox!

Need Clients Yesterday?

I've got some tips for you! Check out 7 proven ways I've used to get clients while running my biz.

Woohoo! Check your inbox for the goods!

Need More Brand Messaging Help?

Grab my brand messaging checklist that walks you through step-by-step to create your personal brand messaging!

Woohoo! Check your inbox for the goods!

Pin It on Pinterest