Do you have a real brand, or pretty pictures and a smooth story?
Posted on 04. Nov, 2010 by Kelly Hobkirk in Branding.
Many companies today lack a real brand. Sure, they have a logo and a website, a business card and perhaps a tag line. Maybe they have a brochure or other collateral, maybe not. That sounds like some of the components of a brand, doesn’t it? Sure it does, but the truth is none of these items constitutes a real brand.
So what is a real brand?
Well, to answer that, you have to back up a little bit, and ask some other questions, such as:
• How genuine are you?
• How real is your company’s ethos?
• How dynamic is your purpose?
• How clear is your business plan?
If you don’t know the answers to these questions, chances are you or your company have pretty pictures and a smooth story instead of a real brand.
A real brand or personal brand is genuine and true. Every element of it has actual meaning. There is no space-filler, no made up stories, no compromises. The stories surrounding a real brand are true, and as such, people can really relate to them.
See the difference? Now think about your own company and its brand. Is it real?
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