Is this on brand?

Early on in my marketing career, I heard a word that would send shivers down the spines of creative directors.

“Brand”

The brand was this mythical measuring stick that caused whispers in the office. “Do you think this will be approved by brand?” “Do you think this design is on brand?” “Is this copy on brand?”

To which I would subtly roll my eyes because, let’s face it, the real question should be, “Will this help us sell a damn product?”

But if this word, ‘brand’ really is the measuring stick, it begs the question:

What really is a brand?

When most people think of a brand, they think of images of sleek logos, catchy slogans, and perfectly curated social media feeds. But I’ve always viewed ‘brand’ through a slightly different lens.

The term ‘brand’ honestly bothers me. Because when you strip away the buzz, a brand isn’t some iconic standard for materials to measure up to; it’s personal.

They’re living, breathing organisms shaped by every interaction, every touchpoint, and every whispered conversation.

In other words, your brand is bigger than marketing.

The Dirty Secret

Here’s the dirty little secret about brands that marketers often miss: Your brand isn’t what the marketing department says it is. Your brand is what pops into someone’s head when they think about your company.

That’s the cold, hard truth.

It transcends marketing and encompasses everything about your company, from custodian to CEO shaping personal experiences that can vary from person to person.

Your brand is the reason why some people swear by Coke while others grimace at the mere mention of Pepsi.

It’s the thrill of an IKEA trip juxtaposed with the frustration of assembling their furniture.

It’s the lingering magic of a Disney experience that dances in our minds long after the movie credits have rolled.

It’s the joy of finding the perfect product, the frustration of dealing with a return, and everything in between.

Your brand is bigger than marketing. It’s the sum total of your company that paints the picture inside of your customer’s head.

Beyond the Logo

So, how do we build a brand that resonates with customers? It starts by forgetting the marketing speak and focusing on what truly matters in business — solving problems.

At its core, every purchase is about one thing: solving a problem. Whether it’s finding a reliable car mechanic or curing a case of boredom with a Netflix binge, we buy things to make our lives better. And the better that we solve someone’s problem, the better we think about the brand. It’s an honest exchange.

It’s the little things

It’s the little things in life that always add up to the big things. And building a brand is no different — building a brand is built off of a million little puzzle pieces that come together to create the perfect picture.

Every interaction, big or small, shapes a customer’s perception of your brand. From the warmth of a greeting to the efficiency of a checkout process, every detail matters — seriously.

Show your customers that you care about their experience, and they’ll reward you by thinking fondly of your brand.

Bigger than marketing

Now don’t get me wrong — marketing departments should have brand guidelines. Congruency across messaging does matter, but don’t let your brand identity exist on a pretty PDF. Integrate it into everything you do, from product development to customer service to employee training.

When every touchpoint reflects your brand values, you create a cohesive and memorable experience that resonates with customers long before and after you make the sale.

Focus on the focus

In the whirlwind of building a brand, don’t get lost in the glitz and glamor.

Focus on solving problems, caring about the details, and creating a full-circle experience, and you’ll build a brand that not only stands out from the crowd but also stands the test of time.

Remember the truth: your brand isn’t just about marketing; it’s the sum total of the entire experience your company provides.

So forget about the flash and focus on the substance. After all, It’s what your customers eat.

Please like, comment, share and tell me what you think. If you want to work with me – please email anthony@anthonyrobertagency.com or sign up for my mailing list: https://anthonyrobert.substack.com?utm_source=navbar&utm_medium=web&r=2z3pb5