By Simon Varney on 20 Mar 2014
On Tuesday night I had the pleasure of attending TechHub’s “Stop Chasing! Harness Your Brand to Find Your Customers” event.
A bit of a mouthful? Yes. Worth going to? Definitely.
There was wine, there was beer, and there was an abundance of tech startups – the EveryCity team and I were in heaven! The only thing missing was pizza, but I guess nothing can be perfect.
These were my six takeaways from the event.
1. Your brand is more than just your logo.
Your brand is more than the colors you pick, and what your logo is; it’s every aspect of what your organization thinks and does. It’s how you deal with customers, your online voice, and your packaging – it seeps into everything you do.
2. Inject your genuine personality into your brand.
Approach your branding from a genuine place by injecting your intrinsic company culture and personality into it. Are you casual? Professional? Funny? Whatever traits are inherently a part of you and your company, use them! You need to feel comfortable wearing your brand at all times, so it’s important for it to be natural.
3. Don’t be afraid to flex your brand.
When you have your brand and message, express it! And don’t be afraid to do so creatively. Be confident in your message.
4. Be consistent with your brand.
Your brand should be present throughout your business, from customer service to copywriting. If your business comes across as colloquial and happy online, but corporate and serious when dealing with customers, it will create a disconnect. Be consistent with your brand at all times.
5. Use social media as a platform to make connections with your customers.
Social media has pushed brands to front and center with customers. Find out what’s interesting to your clients and customers, and then use that to create conversations with them to cultivate a relationship.
6. Make sure you appeal to logic and emotion.
People make purchasing decisions from a systemizing perspective (i.e., an analytic process), and an empathizing perspective (i.e., putting themselves in others’ shoes). As a growing company who wants to emphasize why you beat the competition, don’t neglect an empathetic approach.
The overarching theme of the night was that your brand matters. It’s something that should be a part of you, and something to be proud of and excited about. Thanks again to Rosa, Jane, Simon, Cat, and Jamie for their insight.
Overall, we had a great time at the event. We laughed, we cried (no…not really), and we’re looking forward to attending another one soon.
So…if you were to attend a talk on branding, what would you want to know?