When most people look at their brand or company, they think of several independent parts moving inside of it. Building a brand that truly matters, however, involves a different perspective in which all parts of the brand are moving and working together as one strategic unit.
Great brands build a cohesive structure of interdependent parts that stimulate a singular purpose and message to its audience.
Ultimately, creating consistency involves looking at your brand through the lens of the various touch-points of the consumer. This includes online as well as offline.
So, this brings me to the “A-Hah!” moment that MJ (my business partner) and I came to recently. We kept asking ourselves,…
“How can we better communicate our brand identity in the most authentic way?”
A question like this forces you to reflect and perform a type of brand archaeology to discover what’s at the core of what you stand for.
As we kept digging we found out more about our brand, but most importantly we found out more about ourselves. In doing so, we identified our most core competency – HUSTLE!
The Digital Footprint
Hustle isn’t a special trait necessarily, as a lot of us do this throughout our lives. In our case, hustle doesn’t just represent the idea of going for broke in a consistent manner, but includes a strategic and creative prowess that helps create value not only for ourselves but also for the people and companies we work with.
As you can see we have changed our name to Hustle Branding because this captures exactly what we stand for and how we want our brand to be remembered.
Yes, ‘remembered’ … past tense! When building your brand it is important to think of your brand legacy and what it should look like.
This was important for us because aligning our personal values with our brand purpose not only strengthens our message but also creates an authentic and transparent view of our company.
A quote by Elon Musk (inventor of Tesla Motors, Space X) puts it all into perspective with this quote;
“Brand is just a perception, and that perception will match reality over time. Sometimes it will be ahead,
other times it will be behind. But a brand is simply a collective
impression people have about a product”.
Ultimately, this quote is simply saying, what you decide to be today will determine how the marketplace will view you tomorrow.
Don’t confuse your audience. Be clear in what you stand for and what you stand against!
The challenge in today’s digital marketplace is rooted in its sheer size. People don’t take time out to read everything they see. It’s like dating – what usually gets your attention first keeps it. So, your brands first impression matters!
When we decided to change our name to Hustle Branding, it wasn’t to have a cooler name (names don’t add value to peoples lives). It’s an ideology that we want to put out in the world – something to live by – our brand creed.
It’s our job to continue to live by this creed in every aspect of our business.
The Brand Shovel
The only way to realize your brand’s potential is to dig deep down and find your brand’s convictions and make sure they align with your personal values – keep looking in the mirror until you are comfortable with what you and your brand will put out into the world.
This has helped us immensely in understanding our brand focus, and we hope it does the same for you.
What We’ve Learned
Creating a brand that oozes values that the marketplace can identify with and respect is the goal for all of us. It becomes paramount that people can visualize and feel your authenticity as a brand. Many companies don’t start off understanding their true brand calling, and become frustrated when their products and/or services don’t get the attention necessary to build a real business.
Your key brand messaging has to come from a place of authenticity. A strong brand essence built on consistent values will drive brand affinity with your audience.
I encourage you to have a productive day and make sure you don’t forget to….