Is Your Brand a Warm Blanket?

My new happy place is Colorado. For this Ohio boy, three trips to the beautiful state in the last 13 months have been a series of stunning hikes, very challenging rock climbs, and the ultimate “unplug” surrounded by great friends. 

Okay, a little fib. My network did hook me up with companies to visit on my “vacation,” but that’s the nature of the entrepreneur’s life. What does flying across the country, picking a random car from the Hertz rental lot, and activating CarPlay for navigation to places you have never been have to do with branding? Everything. 

A company’s brand is a promise. You know what the company stands for, how they treat their customers, and what to expect during your transaction. As I left Denver International, having disembarked from my AMEX chosen airline (Southwest) and renting a car from the same trusted company as my two previous trips, it struck me. The same banks, retail stores, and restaurants existed here, too. Duh! The feeling of familiarity is more than recognition. It confirmed what I always believed: a brand is like a person. How they act, look, and conduct business is the brand promise. It was like all my friends came along on the trip. Welcoming me, comforting me, and telling me we are here for you in this new place.

Yes, the image and logo were important. That is how you recognize a brand, but a brand is not just the logo. It is everything the company believes, supports, and lives. 

Imagine, however, if the logo is hard to read, confusing, or just plain unattractive. You will never get a chance to demonstrate what your company provides if they cannot get past the image. Extend this to your website, email marketing, trade shows and literature, and you get the idea. Messy, inconsistent visuals coupled with a culture that does not align, and the brand promise is now more like a wet blanket. Your customers should feel cozy and cared for, not cold and let down.

On my recent trip, I received a referral to visit a company. The referral is the promise (from my referee to my reference). This is an extension of your brand as well. Are we all that we promise? Guess what the first thing everyone does when they get that email referral? You guessed it…look at your website. Brand promise fulfilled or wet blanket? Be the brand they can’t imagine life without…the one that warms hearts, not just wallets.

Need to discuss your situation? Let’s jump on a Zoom. We use Zoom because they promise it works :). 

PS. Thanks to Petzl and the rest of the gear from REI  for keeping us safe and secure on the mountain.