What does it take to go from business to brand? The 5 fundamentals that will make it happen.
We talk a lot about the power of an ethos driven business. It doesn’t just come from a nice logo, fancy website and glossy marketing brochures that many companies think is their ‘brand’. It comes from the way you make people feel.
How you make people feel is driven by what you believe, why you exist, the ethos that you live and breathe within the business.
This translates through all you do, drawing customers in.
Creating advocates, long term & loyal customers is crucial. We want people to love your business and engage with it, not just be passive customers. At a bare minimum, we think you should focus on these five areas first, before jumping into designing flashy assets. We have highlighted each with examples of companies we think are doing an epic job.
YOUR BUSINESS SHOULD HAVE A STORY THAT FRAMES WHY YOU EXIST
BNY Mellon is one of largest financial institutions in the world. They have found a way to articulate their rich history within a story that demonstrates their long-term partnerships, how they have ridden bull & bear markets and thrived over time.
They leverage this in a way that evokes trust.
BE OBSESSED WITH YOUR CUSTOMER
Zappos has a long history of amazing customer service.
The stories are endless, but one we love is about Jay.
Jay bought a pair of shoes for a wedding.
The courier mixed up the delivery and the shoes wouldn’t arrive in time. After a call to Zappos, Jay was sent a new pair overnight, issued a full refund and was made a VIP member so all of his future orders would include free shipping.
REALISE IT ALL STARTS WITH CULTURE
Atlassian are a software development company with a culture that is unapologetic & authentic. This is reflected in everything they do, from the choices they make to the way they communicate.
Even their values say ‘No Bullshit’.
It shapes the customers they attract & the way they interact with them to drive results.
YOU NEED TO STAND FOR SOMETHING
Axiom Law is a new breed of law firm. Their focus on moving away from tradition has led to a distinct positioning and cleverly worded message that speaks to a new type of customer.
Not only does Axiom Law know who they are, and what they stand for, they specifically state who they are not for – the people who won’t buy into what they believe.
This creates magnetism for their dream clients & means they don’t waste time on the people who will never buy into their ethos.
They’ve done the work of pre-screening, so their customers don’t have to.
LIVE YOUR ETHOS THROUGH ALL ASPECTS OF THE BUSINESS
At every level of the business, CAPCO live and breathe ‘Disruption with Purpose’. They deliver on this by being consistent through everything they do, from the punch with which they manage projects, to the opinions they make known to the world.
These are five (of the many) foundations of building a strong brand. From these pillars comes your brand identity. Get the ‘Why’ of your brand right first, and watch your business grow.
“In a competitive environment, you may survive by being liked… but to grow, your brand has to be loved.” – O’Connor & Kelly