Building Your Brand: Communicating Your Vision and How People Relate To It.
There is a quote by Paul Arden, a former creative director for Saatchi and Saatchi, that I love, “Your vision of where or who you want to be is the greatest asset you have.” This seems like common sense, but it’s surprising to see many companies and CEOs lose sight of the company’s vision and have disengaged employees. Your company should have a higher purpose that people can connect with besides improving the bottom line. If you’re not following your mission or vision; don’t know where you’re going; have a plan to get there and/or value your employees; then why should customers or potential customers follow or believe in you. More importantly: Why should your employees believe in your company? Do your employees know their role and how it contributes to the vision of your company?
It’s important to understand the “big picture” of your brand before executing any of the details. It’s easy to get caught up in the day to day responsibilities of your job or the details of a project, but you should always have the “big picture” in the back of your mind. By “big picture”, I mean every action your takes should be in align with the company’s mission and vision. A brand is a person’s feeling toward you product, service or company. A brand is created through every touch point a person has with your company. Your brand is not just created through your target audience, but your employees also.
At Fat Atom, I’m currently involved in our rebranding efforts that will be launched this summer. Before implementing any changes we have evaluated our brand through various tools to get the “big picture”. Some things we are currently evaluating and looking to improve are:
- Our current business model.
- Our communication strategy towards our target audience.
- Ensuring all our employees understand their role and importance in the success of Fat Atom.
Building a great brand requires understanding people and how to connect with them. This requires not only understanding your target audience on a demographic level, as mainly used in marketing, but also on a more personal level through various ethnographic methods. It also requires clearly communicating your company vision to your employees, the importance of their role in it. Having a clear vision of your company and a thorough understanding of your audience allows you develop targeted brand strategies to build brand loyalty and employee buy in to create value for your brand.