The Importance of Building a Strong, Cohesive Brand

Written by Studio1337 on December 16, 2012.

Your brand is your business’s personality. It’s what consumers think about when they think about your products and services. Consider Coca-Cola’s new “open happiness” tagline and compare it with Pepsi’s “Live for now” tagline. Both are popular, global brands and both are basic cola’s with a bit of bite. Their branding defines who they really are, and who should buy them.

Every business needs a strong, cohesive brand. It doesn’t matter if you’re B2C or B2B. If you want to be your customer’s BFF, you need to establish your business identity firmly in their minds. When it comes to branding, it’s absolutely essential that you walk the walk, not just talk the talk, because brands are formed based on the total experience of your customers. Your words won’t mean much if they’re lies. So, yes, you need to be memorable and attractive so your customers will seek you out whenever they need what you have to offer. But you have to be true, too.

A strong brand creates an identity that appeals to your customers. What that means will differ from one business to the next, because your business identity is very much like your personal identity. Both are unique. Nevertheless, the goal is to create a strong attraction with which your target audience will identify.

A cohesive brand is one that is aligned with the reality of your business. From the business’s perspective, a brand is a series of messages communicated to customers. But that’s not how your customers see things. To them, your brand is the sum of every experience they have with your company. If your messages don’t match the experiences you create for your customers, then your messages will be perceived as a lie. So, you have two options: You can either tell the truth of your brand or you can make your brand the truth.

The importance of building a strong, cohesive brand is too significant to ignore. A poorly executed and misaligned brand will generate mistrust between you and your target audience. Contact us to get the help you need to build a brand your customers can trust.