The Soul of a Brand Defined

- June 18, 2012

Smart Monday/Positioning

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Smart Monday, the beginning of a new week, and today we are going to look at the soul of a brand.

Have you ever heard the expression an old soul?  That describes someone who is wise beyond their years, has strong emotional stability and seems to have greater understanding of the world around them.  Perhaps the kind of person you like to be around.  On the other side of the spectrum, you may encounter someone who lacks depth of character and not feel any connection with them.  You may not want to associate with that type of person.

Think about the people in your life, the personality of friends that you have gravitated to.  There is something about them that you like, that something is there soul.  Now think about yourself, how do you relate to the world around you, whether it is a first time encounter or people you’ve known for a long time?  What is your own soul?

The attributes we like about people are their core values.  The same applies to a company’s brand.  What are their characteristics?  Are they good, caring, helpful, adventurous or tough?  What makes the brand appealing?

We like to see positive values in the people we associate with, and we also like to see those things in the companies and the brands we associate with.  The soul of a brand is the company’s guiding principles and they are the reason we care and connect with that brand.  If values that are important to the customer are not there, there is no connection.

Take a look at the core values of your own brand, your own brand’s soul.  Do you like what you see?  If you do, then share that with your potential customers.  If not, then work to change those values and then share what the soul of your brand is all about.  People that are drawn to those values will find you.

That concludes Smart Monday.  Join us tomorrow for Strategic Tuesday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.