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Creative Blog

Who are you, Mr. Brand?

Mon, September 30, 2013

by DeAnna DeCaluwe, Account Executive, Creative Communication & Design

“Who are you?” It’s a loaded question, and one that many people can’t answer – at least in any amount of depth. Most of us, when asked to answer this question, respond with the political correctness of the roles we play on a daily basis: husband, wife, mother, son… but these roles themselves do not define the essence of who we truly are.

Who you are is in actuality a lot more than the roles you play. We’re each comprised of personal characteristics and situations that are unique to our individual-selves, and these things make us each unique and build the essence we need in order to define who we are.

The branding of a company is no different. A brand is comprised of far more than the end product or service that is offered. It is far more than a logo. It runs deeper than a positioning statement. A brand is also comprised of unique personnel with a distinctive culture. It is comprised of people, each with their own distinct personality and essence, who interact on behalf of the brand on a daily basis.

Many marketers take these things for granted; often creating plans to take their products and services to market without fully exploring the uniqueness behind the brand. While these plans can sometimes be effective, these plans can also be drastically off-target because of a disconnect an end user can have between the marketing image, message and brand experience.

As marketers, sometimes we need to remember to take a step back. While engrained to perform daily tasks and complete projects (and I can assure you, I am guilty of this as well) we sometimes forget to fully answer the “who are you” question. Along with digging deep internally to find the answer, we also need to take into consideration external perceptions. We need to ensure that what we’re marketing aligns with how others see us in the marketing space we are in (or trying to enter).

Sometimes it helps to have an outside look. Make a few customer phone calls and find out about what others outside your organization think about the brand and brand experience. Dig deeper with your internal personnel, assess your culture and make sure that all aspects of your brand are connected. If not, make adjustments.

And if you need help to assess your situation, call us. We have experience with leading companies through the process and defining who they are, from the inside out. Sometimes it takes a true outsider to determine what really differentiates your company from your competition and what truly defines your brand.

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