A brand — a mental image of an organization and its offerings — is nothing more than an accumulation of data. It is the sum of our beliefs, feelings and experiences merged with a company’s products, services and communications. When brands are clear and easy to understand — when they are strong and unambiguous — it makes life easier on your customers.
Our brains develop brands to help us understand the world and make choices about what to do. Entrepreneurs who understand this dynamic are better positioned to create meaningful brands that guide customers and foster better relationships. If you take the time to build a strong brand, you give your customers what they want. A strong brand:
- decreases the cognitive load, making it easier to choose between different options
- generates expectations, making new experiences more predictable
- provides clarity, letting us know what a company offers and what it doesn’t
- supports our beliefs, delivering on the promises it makes and fixing mistakes when they happen
- provides confidence, reassuring customers that they’re making the right choice
- saves time and effort, enabling customers to stop looking and start focusing on other tasks.