"I don't believe in branding!" As a consumer, we want to believe that we make objective choices. But is that really so?
Suppose you are redesigning your house, going to the paint store, putting a few pots of paint in your cart and looking for a paintbrush. What seems? You can choose from 10 different paint brushes. What does branding have to do with that? You just buy the cheapest, right?
But what if you know that one of those brushes contains innovative, new technology, so that it is easy to clean? What if you know that one of the brushes is made from sustainable wood? What if another brush was designed by a trendy designer? And what if another brush is recommended by a well-known handyman? That is where you stand as a consumer: why make 'objective' choices?
Branding goes much further than a nice logo or an attractive website. It is what your company stands for. The way you appeal to customers. How you deal with your employees and your environment. And the choice of which advertisements you place in specific newspapers.
FIRST THEORY, THEN PRACTICE
If you want to learn how to drive a car, go through the theory before you put a foot on the gas pedal. Only with the necessary knowledge can you be on the road safely. Otherwise you take a lot of unnecessary risks. That also applies to your branding. You first start with a theory block. If you skip this step, you run the risk of telling your customers and prospects an incomplete story.
This theory starts with an answer to 4 simple but important questions.
Purpose . What are we going for? What do we want to achieve?
Vision . What do you want to achieve in the future? How do you want your company to look like in 3, 5 or even 10 years?
Mission . What is the reason why your company exists? Which unique question do we answer for which target group and how?
Values . Which principles do we find important when dealing with our customers, employees, environment and even competitors? How do we act?
It all sounds woolly, but the example of webshop Amazon makes everything clearer.
The purpose of Amazon?
Keep prices low by minimizing operational costs.
Their vision is to be the most customer-focused company in the world.
To build a place where people can come to find everything and discover what they want to buy online.
Amazon's mission
Is to provide customers with the lowest possible price, the best range and the greatest simplicity.
Values used by Amazon
Renew and simplify. Recruit the best and make them better. Think big. Be critical. Earn trust. Be assertive. (Amazon has a list of 14 values. We just give some inspiring examples.)
Is that all woolly in the end? Of course! It sounds old-fashioned, way too business-like and maybe even know-it-all.
Why are you doing it then?
Because it gives clarity. By formulating your goal, vision, mission and values you have a guideline for yourself, making it easier to make decisions. Have you ever painted a room? Sand the walls first, clean everything, cover the floor, tap the edges ... And then? Just paint. Get started with a brush. You finally see results! The wall changes color and you are happy that finally something happens. Those preparatory actions are not the most exciting part of the job, but admit: they are a must for a good result. Because what you don't want are paint splashes on the floor, edges that are not neatly finished or paint that does not roll out properly on the wall.