What is a brand? A brand is basically everything that your business is or isn't. It's knowing who you are and what you stand for. A brand is Toms donations of shoes to poor people. A brand is Warby Parker's hipster looking back identity with a social action. A brand is Patagonia's environmental action. A brand is Apple's simple, elegant website. A brand is Potbelly's chalk looking menu boards. It's the face of your company, but also the engine inside.
Some companies were built to do good through their mission, and they want that to show through everything else they are as what their company is. If a company wants to go modern or classic, enduring or flashy, the way to present that is through their brand.
Do I Need A Brand?
WRONG!!! No matter how small you are, your brand is extremely important, and the best weapon against the battle against small businesses currently waged by large chains and the internet. If you build a personality for your business, your business will be much more secure that people will spend money there even if there's a big company with cheaper prices.
You have a brand whether you like it or not already, so it's a good idea to put a little work into it and make it what you want to be. You won't regret it.
First of all you have to know what you want your business to be. Proud to be a mom-and-pop shop? Authentically Mexican restaurant? Chic clothing store for teens to 20-somethings? Progressive software for accountants? Old-fashioned antique store?
Think about that. We'll be back soon to give you a guide on how to put that brand to work for your business!