May 21, 2018
If you think your business or organization has a “brand” you are most likely mistaken. The fact is achieving a true a brand is strictly determined by one group – your customers. Don’t be fooled by an ad agency or marketing group that broadly claims that they can create your brand. It just doesn’t work that way.
So, what is a true brand? There are several definitions but they all revolve around this basic description: A brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.
This simple explanation may sound like a simple task until you realize that hundreds of thousands of other entities are all competing for the same goal – to stand out from the competition and be recognized as the clear choice by the customer. Or even to go so far as to create a brand so strong that it becomes an everyday term - such as Coke (versus soft drink), Google (versus Internet search), Kleenex (versus tissue), or Mac (versus computer).
The point is not to burst your bubble but to rethink your strategy for achieving a brand. We’re not saying that you can’t achieve a brand. What we are saying is that you should shift your initial focus to Brand Storytelling. In order to achieve brand status you must first discover key factors that make your entity noticeably different than your competitors. Organizing and participating in a strategic Discovery Session can be an extremely productive way to determine the foundation for building your entity’s Story. During the session you will identify your unique personality, ideal customer, and unique value proposition. A Discovery Session is an excellent starting point toward launching your initial Story first and then building on it to achieve brand awareness.