Your Logo Is Not Your Brand

3 Characteristics of a Great Brand

3 Characteristics of a Great Brand

What Makes a Great Brand

Have you ever wondered why you spend more time (and money) with certain brands more than others? It’s probably not because you like their logo the best. It’s more likely because you enjoy the experience you have with that brand, and because you like the way that particular brand makes you feel.

Clients frequently come to Streng asking for a rebrand, but in some cases, to them, that simply means a new logo. Sure, you can create a new logo. But without knowing the story and having a true strategy behind it, it won’t get you very far.

Brands are built by experiences—which is a cumulative effect of an organization’s products, services, communications, people, and environments. Great brands have a purpose. It’s not just about what they do, but WHY they do it.

By focusing on the purpose of your brand before thinking about a new logo, you are building a stronger connection with your customers. People are emotional buyers. And in an advertising age where the customers are dictating the message thanks to the invention of social media, creating a connection is more important than ever.

Truly great, and successful, brands have the following in common:

1. A Story

Storytelling is one of the oldest and simplest advertising tools. But in the fast-paced world of the Internet and social media, many brands have lost sight of creating a well-established brand story. A story triggers a better understanding of a brand and ultimately makes customers more trusting of your products and services.

Take, for example, Nike’s ongoing narrative of empowerment and challenge to the masses to “just do it.”  This story continuously inspires and strikes a strong emotional chord with Nike’s customers. An established brand story can give you a competitive advantage, as your audience is much more resistant to typical “marketing speak” than they are to a good story.