Brand is often thought to be logos, web sites, fonts and colour choices. In fact, they are simply tools that communicate brand and thus represent the very last step of the brand-effort: communication.

Brand is identity. It is what people think you are; what they say to others about you. It might include an output or objective but more likely it includes values, ethics and a style of operating. If you do not define yourself ie your brand with clarity then rumour, gossip and chance will distort your message as it is passed around. This leaves you running around clarifying misconceptions, in short a head wind. Whereas, if the people you want to reach have already heard of your brand, as you defined it, then you have a tail wind blowing you to success.

It is easier to convert customers, recruit people, or gain partners if the brand is positive, value adding, true and believable.

Brand is not elective. It is a constant discipline which is followed by all people in all things. Every call to Disney ends with them saying “Have a magical day”. The easiest way to achieve brand recognition is to make it true, tell all your own team about it, then relax while they tell everyone else. Websites, logos etc might help them with this but what your own team say and feel is much more important.

Don’t assume all your own team believe your brand message nor that it is obvious. Your own team is your first target audience.

So it has got to be defined.

Alina Wheeler in her book designing brand identity says it like this

Brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, watch it move.

Brand identity fuels recognition, amplifies differentiation and make big ideas and meaning accessible.

Brand identity takes disparate elements and unifies them into whole systems.

Step One

Brand Strategy. A simple statement of what you do. Avoid aspirations of quality since they are claimed by all. So not (to be the best etc). Your targets (partners, clients, audience ) should hear about themselves in the message. It should add value to them.

Alina says

Effective brand strategy provides a central, unifying idea around which all behaviour, actions and communications are aligned. It builds on a vision.

Comment. Note communications comes last. First organisations need to articulate that unifying idea.

More to follow but meanwhile do read Designing Brand Identity.