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Marty Neumeier defines branding best in his interview with The Futur. The word “brand” has taken on a variety of definitions, so in order to create a great brand we first need to know what that word actually means. However, before Marty defines it, he states all the things that branding is NOT. Marty says…

A brand is not a logo.

A logo is a symbol, not a brand. 

A brand is not a product.

For example, if someone talks about buying Adidas or Nike athletic wear, they really are just talking about what product they are going to buy. 

A brand is not a promise.

A brand can end up acting as a promise, but it is not a promise itself. 

A brand is not an impression.

Impressions may be useful to you as a business owner, but it’s not a brand. 

A BRAND IS A RESULT.

A brand is a customer’s gut feeling about a product, service or company. 

It’s easy to get caught up and say, “My brand is XYZ.” When in reality, our brand is what other people say it is. It’s how they perceive it and it is the emotions they feel when coming in contact with different aspects in your business (website design, employee interaction, your brick and mortar store, a Facebook Ad, etc). You can present your brand in a way you’d like people to feel, but ultimately the customer will make that evaluation themselves. 

“Your brand isn’t what you say it is. It’s what they say it is.” – Marty Neumeier

With this being said, how do we achieve successful branding? 

In order to create a strong brand, start by thinking of three words that you want your reputation to be known for. Is it professional, modern and sophisticated? Is it artistic, approachable and energetic? Whichever words you want your brand reputation to be seen as, you must start communicating that to your audience in every single detail of your business.

• Does your website design match your desired reputation?
• Does the copy you use match the way you want to come across to your audience?
• Are your images consistent?
• Does your company culture reflect the reputation you want to be known for?
• How do your products and services match up with the result you’re looking for?

It might be time to do some soul searching. Be honest with yourself and with your business and look at where your strengths and weaknesses are. I would also suggest having business professionals in your network look at your brand and get their feedback. Avoid getting feedback from friends and family since their opinions will most likely be bias. Constructive criticism is a good thing!

In conclusion, your audience will come into contact with your business from a variety of places. One person may find you on Instagram, one may find you from a free download PDF you offered, and one may find you from googling your name and visiting your website. No matter where a potential client may find you, your brand and your message needs to be consistent across the board. When you’re consistently focusing every aspect of your business around the brand reputation you want to be known for, you will undoubtedly have a strong brand.

Ready to learn more about branding photography or have more questions? Contact me!

To watch the full interview with Marty Neumeier and The Futur, click here.