A college buddy posted that branding just makes your business “pretty” the other day on Instagram. I had to laugh. Outloud. If you believe branding is just a layer of makeup and a spritz of perfume on top of your business, you’re completely missing the mark.
But before I get started, branding is NOT necessary for all companies. There is a difference between building a brand and just selling s***. There are plenty of successful businesses who only need to produce and sell products. These businesses can stay open and functional and profitable for years without ever building a lasting, memorable, or strong brand. Plenty of people get rich off of just selling s***. This business model isn’t going away anytime soon.
Here are the essentials of just selling s***:
- Business plan
- Product
- Sales funnel (optional but suggested)
Notice, I didn’t even mention a logo.
Yeah, that is really it. And as a business owner, it is your responsibility to really sit down and understand what the vision for your business is. Where does your business fit? Are you just trying to sell s***? Or are you trying to build something that connects with your audience in a way that transcends the market? Yes, there is a difference. Let me explain with one the best examples of this: Nike vs other shoe brands.
A deeper look: Iconic vs. Generic
Nike and Avia both sell athletic running shoes. Breathable, lightweight mesh with sturdy rubber soles. Great for both running or running errands. Both probably made in the same sweat shop. Both are popular footwear brands that push a HIGH volume of products annually in North America. Both make money.
Both are quality shoes designed for athletics and leisure, while protecting and providing comfort to the feet. Both do exactly what you need them to do.
But while Avia is just another sneaker company, Nike has transcended to an essential part of athleticism and leisure fashion. Nike is a symbol of might, personal willpower, and winning against all odds. Yes, I’m still talking about the sneaker business. Nike aligns with youth mentoring programs nationwide, meditation apps like Headspace, and Paris Fashion Week with Virgil Abloh. Nike continues to push and push at what it means to be a “footwear company,” while other sneaker companies are spend most of their time trying to catch up with Nike.
But while Avia is just another sneaker company, Nike is a symbol of might, personal willpower, and winning against all odds.
You can really see the power of Nike’s “winning against all odds” branding in their controversial 2018 Kaepernick ad. In March, after years of continuously sponsoring the shady, sexist-supporting, abuser-supporting, possibly racist, and dangerous-with-minimal-pension-having NFL, Nike and the NFL renew their uniform deal together. Money is money, right? And since the drama with the NFL firing Kaepernick for… 🙄 kneeling, Nike toyed with the idea of dropping Kaepernick as well. Understandably.
Then, out of nowhere, Nike released one of the most sensational, most talked about advertising pieces of 2018. Colin Kaepernick, narrating a 60 second Nike short with a soul-stirring, jaw-dropping, and on-brand tagline: Believe in something, even if it costs you everything.
It was simple, socially aware, and controversial. Jackpot. News outlets were abuzz. It trended for days on Twitter (which is like a month IRL). It was a “hot topic” during marketing meetings at my 9-5. It was a powerful move that made perfect sense for Nike’s brand presence, despite their close relationship with the NFL. Oh, and for my “I’m still just tryna sell s***” people — Nike reported a 10% sales boost to $847 million in that quarter alone. Whew.
Now that is the power of branding.
You see, a brand owns their narrative & reputation. A brand understands the impact of a social stance. A brand understands the impact of a message that resonates. A brand understands the impact of deeply rooted emotional connection.
A true, strong brand is absolutely not about being pretty. A brand is about having an impact.
Simply selling s*** just doesn’t compare.
An effective sales strategy is essential to moving product. A strong brand is essential to emotional connection, heartfelt adaption, and lifelong advocacy.
The Essentials of a Brand
Side note: This post is obviously not about the ethics of capitalizing on human emotion in branding and marketing (but BELIEVE ME – that one is coming). This post is, simply, about understanding the purpose of a brand. My only intention is to show the importance of a brand presence for businesses who want to be bigger than a product.
In my opinion, here are the bare essentials to a strong brand for a business:
- Everything you need for a basic business + PLUS
- A brand story because strong brands lead with the story first, product second
- Brand values because to connect with audience, you must believe in something that people connect with
- Mission statement because strong brands do not live only in the present. They can see into the future.
- Distinct voice & tone because strong brands talk to a very specific consumer. They are precise and specific with their language. Everyone won’t understand them, and it’s better that way.
- Clear messaging and positioning that not only supports the business goals, but aligns with the brand culture
- And finally, yes a consistent, visual identity
These are the elements that make up businesses that transcend. Transcend beyond the growing and widening market of businesses “just selling s***.” When you’re just selling s***, you’re stuck selling. It’s hard to evolve your sneaker line into a summer camps or yoga mats when you don’t have the power of a brand with a story that supports that move.
A strong brand is essential to emotional connection, heartfelt adaption, and lifelong advocacy. And to reiterate, depending on your goals, one is not necessarily better than the other. But there is a glaringly obvious difference between the two. As an entrepreneur, you should find out which path makes the most sense for the growth of your business.
Next Steps, for the Avias and the Nikes
Since we are on the topic, I am releasing some ready-to-go, NEVER cookie-cutter Identity Kits that are aimed for solopreneurs and small businesses who want to have a big brand feel on a small business budget. Learn more this upcoming this visual branding shortcut here.
I am offering a discount on all Identity Kits and a early access to all Identity Kits if you fill out this short and sweet survey. I want to make these kits valuable and filled with information your small business needs to grow and connect and stand out in a sea of boring businesses.
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