ATYPICAL

Embrace the Power of Brand Beliefs

By Amanda Bowen
Talking about branding can sound like hocus-pocus. Our emphasis on what you want customers to feel and company values make branding discussions delve into gray areas more akin to psychology. This is partly because tracking the data on how brand beliefs translate to revenue is not a A to Z endeavor. Clearly measuring how a brand belief impacted sales numbers is trickier than tracking a social campaign. It’s no wonder plenty of professionals doubt the power of a strong brand.

Talking about branding can sound like hocus-pocus. Our emphasis on what you want customers to feel and company values make branding discussions delve into gray areas more akin to psychology. This is partly because tracking the data on how brand beliefs translate to revenue is not a A to Z endeavor. Clearly measuring how a brand belief impacted sales numbers is trickier than tracking a social campaign. It’s no wonder plenty of professionals doubt the power of a strong brand.

Here's the thing: successful companies use a strong branding identity to stay ahead of the competition. Digging deeper into your brand core beliefs is how you discover ways to resonate with your clientele.

“Purpose is a mission that is driven towards something greater than yourself.” – Tim Sanders, Love Is The Killer App.

I love this quote because sometimes we forget our purpose the fuel behind our business. These purposes build the foundation for our brand beliefs.  Essentially, purpose is the “why are we doing what we're doing.” Example:

Purpose is what drives your brand to keep persisting every day. This motivation is what's going to separate you from everyone else.

Let's say you decided to launch your own commercial real estate brokerage because you wanted to provide the best in customer service. From that core belief, you need to create a company structure and a workflow that backs up your mission to provide exceptional customer service. This includes employee trainings on your customer service and written standards for how to interact with customers at every touchpoint. In your marketing program, you tell a brand foundation story on why poor customer service was critical to your company launching. This is used on your website and in your social marketing. All your digital marketing program rotates around the message of customer service and delivers with personalized content. 

Don't think beliefs matter in your branding? Lately, I've been inundated with messages and advertising from Warby Parker. What I’ve noticed is how they are masterfully communicating their brand belief: “we believe we can give you fashionable sunglasses for less.” Check out some ways they use this core brand purpose and belief in their current campaign:

This consistent emphasis in their core brand on affordable, fashionable glasses is what separated Warby Parker from other similar brands. 

Winning brands embrace their values and find ways to communicate them with customers. Today’s clients don’t see brands as lifeless cardboard boxes. Customers choose to do business with others who share something in common with them. So stop thinking branding is hocus-pocus; it’s crucial to your relationship-building and client retention.

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