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Who are you? Building the foundation of your Brand

28 Apr

“First we need a logo!” said someone at the board meeting.
But what is a logo?
According to Wikipedia…
“A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.”
“Recognition”, an interesting word choice and place to start.
What exactly is it we are supposed to recognize?
Below are a few logos…
What do you recognize when you see them? Do they conjure specific thoughts and feelings immediately?
 
Beervana: Brand Dissection: Pabst Blue Ribbon Photo by 1.bp.blogspot.com

When you glance at the Pabst Blue Ribbon Can, you see the Red White, and Blue of the American Flag, the Blue Ribbon associated with first place in American Competition, and artistically rendered hops, all telling the story of an American made, award winning beer that America can be proud of.

Monster Energy Drink    Photo by S3.hubimg.com

The Monster Energy M, a loudly colored image of a monster tearing through the darkness with major attitude, is the perfect image of their consumers, who live out loud with the goal of tearing through the noise of everyday life by truly being individual.

These logos are icons that carry with them a set of attributes, carefully defined by the companies, with which you, and other consumers associate, identify, and relate to everyday.

By carefully crafting a brand strategy at inception, these logos have come to mean everything about their brand to consumers worldwide.

So many businesses begin their branding process from the top down, loosely defining what they do instead of identifying who they are


Who you are, a set of attributes including your image, attitude, identity, value proposition, and more, is the foundation of your brand, the identity with which your consumers will relate, and ultimately, what should guide every action you take.

Ok, here’s the first Tragash Takeaway

Create an attribute outline of your product, brand, organization, or even yourself (after all, you are a brand too!).


Start by answering the question… Who am I?

Be very specific… You can never be everything to everybody.

Until next time…Thanks for tuning in!


If you have a specific marketing question you would like answered or a concept you would like covered, follow Tragash on Twitter, @tragash, comment and subscribe to the blog, or email him directly, mtragash@gmail.com.

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