Keeping Branding Simple

If I've realized one thing over the course of the year, it's that the word "branding" is pretty ambiguous. We can think of brands like Saturday Night Live, La Croix, or Ikea - somehow they have a formula that has helped them create something that connects with people. Here's at least my hot take on it:

• A brand is a friend. How would you describe it to someone like a person? Not just what it does, but using character traits. You don't just want to hear about all of the things they do, but what is the heartbeat of the company? What does it value?

• It's all about building trust. Who they say they are in their materials actually lines up with how they interact with their customers. (For example, Chik-fil-a is a reliable, family-friendly restaurant & when you go through their drive through it is efficient & pleasant.)

• Every person affects it. It kind of goes back to building trust, but most of these successful companies wait to hire the right person or take intentional time to train their employees well. They recognize the importance of their employees knowing and caring about the heartbeat of the company.

• Give the people what they want, but be yourself. Successful brands are able to connect on a deeper level by adding value to their audience's lives. (One of my favorite brands that does this is The Skimm. It's a daily newsletter that covers the news, but on their social channels it's fully targeted on the working millennial trying to figure out life, and then give you some important information. Giving money tips, inside looks into their business & fun inspirational quotes, etc.)