Attention is a currency. Simple as that. The more you have the bigger the opportunity. Without the attention of other humans your business is not going to get very far. Maximising attention and ensuring clarity of attention are two of the main aims of marketing. Get eyeballs on your brand and make sure your customers recognise that it is your brand and not your competitors.
Now that I have your attention, let’s begin…
Your brand isn’t your visual brand assets. That is your brand isn’t your logotype etc. It is the sum of how people experience your organisation based on every interaction they have with it and arguably other providers of the same or similar products. It exists in context with everything around it. That isn’t to say your visual brand assets aren’t important. They are! They are critical and are a code that identifies your work amidst the hustle and bustle of life. They help people attach the experiences they have with the organisation providing them.
Now we have that sorted out we can look at why you might be trying to build your brand without any building blocks.
Your brand isn’t your visual brand assets. That is your brand isn’t your logotype etc. It is the sum of how people experience your organisation based on every interaction they have with it and arguably other providers of the same or similar products. It exists in context with everything around it. That isn’t to say your visual brand assets aren’t important. They are! They are critical and are a code that identifies your work amidst the hustle and bustle of life. They help people attach the experiences they have with the organisation providing them.
Now we have that sorted out we can look at why you might be trying to build your brand without any building blocks.