Branding is probably one of the most overused terms in the industry. As such, there are varying definitions for what it means. The reason for this is because it’s such a multifaceted word. Many see branding as a visual representation of a company or business, a message shaped by marketing departments, or a core set of values a company holds. Which of these do you think is correct?

The truth is, all of these definitions hold water when it comes to what branding is, but they are too microscopic. At the largest sense, branding is the perception shaped in people’s minds about your company or business. It’s shaped by various levers that work in harmony to build a strong brand.

Your brand is what sets you apart from others and it’s influenced by actions you take. From launching a new product or service, introducing new customer service standards, or creating a new marketing campaign, what you do and how you do it shapes this public perception.

Branding has both an umbrella and a core. The umbrella is divided into marketing, operations, and your product/service connected by a core set of beliefs. These core beliefs consist of the business’s mission, vision and values that are the driving factor for business decisions.

Failures in any one or multiple divisions create brand dissonance and customers may take their business elsewhere. When there is harmony in these divisions, people trust your brand and want to take part in it. Below the common outcomes as a result of breakdowns or harmony in these divisions.

When your marketing, operations, and product/service are all succeeding, your company is a well oiled machine. But when any one of these segments are struggling, it can effect the success of your business. It doesn’t mean your business is doomed, rather it’s not performing as well as it could or should be. Below is a chart of the outcomes when any one of these sectors is not optimal. Each of these outcomes lead to these three common themes:

1. Diminished Brand Reputation

2. Reduced Revenue

3. Poor Employee/Customer Retention

Outcomes:

Outcomes:

Outcomes:

The ideal state of your company or business to succeed, is when all three of the segments are running smoothly. When your revenue is growing, your customers are happy, and your employees are proud, you have a strong brand reputation and a strong brand.

Growing Revenue

Your marketing message is resonating to the right audience on the right channels. It’s resulting in conversions, and your product or service is exceeding a customers expectations and having them coming back for more.

Happy, Loyal Customers

Your customers are enjoying your product/service and their experience with staff has been positive and helpful. They are becoming loyal to your company and are referring their friends and family.

Proud Employees

Your employees feel they are properly trained with the tools to succeed at their job. They enjoy the product and how its benefits the customers they interact with. They are proud to say they work for your company.