Your Brand Is More Than Just Your Logo

Congratulations on your decision to start your own business! But before you take the first steps to launch officially, the first phase of establishing your business presence is charting your brand. When you think about “branding” in its purest form, the chances are good that logos or catchy jingles immediately come to mind. Perhaps you think of Coca-Cola or McDonald’s at first because these are two long-standing brands that have etched their way into the collective minds of generations of people. Undoubtedly, these are both large brands, so while your business isn’t where they are today, you can learn a lot from the efforts and examples their marketing teams have come up with over the years. Because a brand is more than just a logo.

In 2015, Coca-Cola was recognized by Interbrand as being the third most valuable Global Brand, so what began as a modest patent medicine created by pharmacist John Pemberton in 1886 grew into an International Brand that’s enjoyed by millions of people worldwide. Frank Mason Robinson, who served as Pemberton’s bookkeeper, created the logo. Throughout the years, Robinson’s logo remains relatively unchanged from the original vision.

It was only after Pemberton’s death that a majority stakeholder in his company, Asa Griggs Candler, took his concoction to the next level. With Candler at the helm, distribution of the Coca-Cola Syrup to Soda Fountains and the use of creative marketing helped increase the demand for the sweet, energizing, carbonated beverage.

While the Tag Lines that Coca-Cola used have changed over the years, the product stays true to what their customers have come to expect each time they open a cold, refreshing can or bottle of Coke. It’s easy to understand how this type of consistent product wins the taste buds of consumers every day.

McDonald’s also came from humble beginnings. Initially, a single-location family owned restaurant that served ten-cent burgers in the 1950’s. A half a century later, McDonald’s is now one of the largest franchised businesses worldwide. Much of their success was a result of improving processes for efficiency and providing all employees with consistent training. Through these operational efforts, The Golden Arches proved that customers could stop at any franchise location, be greeted with a smile, and order a burger that consistently tasted the same.

To stay ahead in the fiercely competitive fast food industry, they’ve adjusted their branding and expanded their menu offerings to suit the unique tastes of their demographic markets.

Happy Meals that came with small toys helped appeal kids and their budget-conscious parents. The introduction of Chicken McNuggets extended their menu and gave customers an option other than a Quarter Pounder or a Big Mac. When their company started seeing competition from Coffee Shops such as Starbucks, they added Gourmet Coffee and other Drinks to their menu to go after this very lucrative market. When customers kept asking them why they couldn’t get breakfast menu items after 10:30 AM, they responded by offering an All-Day Breakfast menu to meet the demands of their customers. In 2015, they opened the first McDonald’s Next Store in Hong Kong. This concept restaurant has a modern design and a progressive menu that features a salad bar and a “Create Your Taste” that allows guests to customize their burger order using Touch Screen Technology.

Through all these changes, their brand focuses on cleanliness and customer satisfaction, which is part of the reason they’ve been able to maintain their market share.

Flexibility Helps With Brand Success

As Steven Redhead says “Flexibility is your greatest strength.” Just as McDonald’s had to make adjustments to stay competitive to meet the changing tastes of their core customers, you should be willing to make adjustments as needed to stay relevant in an ever-changing consumer environment.

Technology has opened the doors and paved the way for anyone with a vision to build a brand or a business of their very own. In many ways, it’s easier than ever before to connect with potential new customers, get feedback on your offerings, and make changes as needed to add clarity to your overall brand. If something isn’t working, it can be addressed quickly and get tested until it is perfect!

What’s Your Brand Story?

While everyone loves a catchy logo, it’s worth keeping in mind that it isn’t just about the image potential customers see when evaluating your brand. Today’s savvy consumers want to know the story behind the Brand name and what inspired the founders to pursue their dream to forge their path in the business world. Everyone loves to hear a story, and brilliant entrepreneurs and Startup Companies realize the people behind the Brand are what make it tick!

When crafting your brand, be sure to put some thought behind your message. What is the passion that drives your work? How do the product or services you offer make your customers lives easier or better? How does your brand seek to change the world?

Regardless of whether you are running a For-Profit business or a Non-Profit Organization, the more you’re able to define your brand using Mission Statements, Logos, and Corporate Responsibility Statements, the better your foundation for success is.

These things all help explain your business in plain text and can also get used when you’re in an “Elevator Pitch” situation. If you’ve ever watched television shows like Shark Tank, the chances are good that you already know how important it is to be able to explain your business in about the same length of time it takes to ride an elevator. You want to be sure that almost anyone can get a clear understanding of your business operations to inspire interest and curiosity about your products or services.

An enthusiastic attitude along with a meaningful branded message and a catchy Elevator Pitch can do wonders for Pre-Revenue Startups, established businesses, Entrepreneurs, and Nonprofit Organizations who have a grand vision to grow and thrive.