By Rian Newman, Senior Account Director + Head of Brand Experience, ImpactInstitute
What’s your branding superpower? You might already know (in which case, congratulations, go forth and conquer), but it’s a question that many struggle to answer.
In fact, it’s not unusual to ask three different people from the same organisation and get a different response from each!
So, why is this such a difficult question to grapple with?
We know that building and nurturing a strong and identifiable brand is essential for sustainable success, yet we live in a world where the urge to water down our brands, to blend in and appeal to the widest possible audience is increasingly common.
People have access to vast amounts of information and seemingly endless choices. We hear all the time that attention spans are getting shorter, that we’re not as trusting as we once were, and that we expect more from the brands we engage with.
It begs the question: how can leaders tackle these disruptive pressures and position their brand for maximum impact with people that matter?
What does a strong brand look like in 2024?
In the past, your brand was largely seen as how your organisation was perceived publicly. A symbol, logo, colour or a name that distinguished your product or service in a crowded market.
While all those things are still very much part of the mix, it’s important to remember that today’s world is a lote more complex and competitive across all sectors – and people are looking for something more…meaningful.
At ImpactInstitute, we consider a strong brand to be one that resonates with and is lived out through your people, your partners and the public at large.
We’ll often ask our clients: What if the experience and people that surround your brand say more about it than a logo ever could?
“Great!” they say. “But where do we begin? Let me offer a few tips.
Define Your Brand: Start by identifying your brand’s core values, purpose, and vision. These elements should be the guiding principles of your organisation. They should be clear, concise, and easily understood by your people, partners and the public at large.
Set Boundaries: While it’s tempting to be everything to everyone, it’s not feasible or effective. Define what your brand stands for and stick to it. This clarity will help you attract the right audience who align with your purpose and values.
Be consistent: Ensure that your brand is consistently represented across all platforms and interactions. This consistency helps to build trust and recognition among your audience and stakeholders.
Activating your brand in your people and partners
Now that you’ve defined your brand and set your boundaries, you’re ready to activate your brand in your people and your stakeholders.
This will help you create a brand that is not only strong but also authentic, dynamic, and impactful. There are several ways you can approach this.
Internal Branding: Your team are the ambassadors of your brand. Encourage them to embody its values and mission in their day-to-day work. This can be achieved through regular training sessions, workshops, and internal communications that reinforce your brand’s identity and purpose.
Brand Advocacy: Empower your team and partners to become brand advocates. Provide them with the tools and platforms to share their experiences and stories related to the brand. This not only boosts employee engagement but also extends your brand’s reach and authenticity.
Co-branding Initiatives: Seek out organisations that share your values then engage in co-branding initiatives with them. These initiatives should be mutually beneficial and align with both brands’ identities and goals. You’ll find co-branding can enhance your visibility and provide opportunities for reaching new audiences.
Feedback Mechanisms: Establish feedback mechanisms with your employees and partners. Their insights can provide valuable perspectives on how your brand is perceived and how it can be improved. This two-way communication fosters a sense of ownership and involvement in your brand’s success.
So there you have it. Unlocking your branding superpower lies in its authenticity and the genuine connections it fosters. By activating your brand within your team and partners, you can build a dynamic and resilient brand that stands the test of time.
Need help discovering your branding superpower?
Whether it’s brand strategy, logo design or messaging workshops, we partner with you to grow brand value and move you quickly from insight to action. Learn more.