The purpose of a brand is to stand out in a positive way, be unique and memorable. You want to be top of mind. Top of mind is when customers or potential customers think of your business when they think of your business category.
Example: when you think of going on a trip along an interstate and need to spend the night, what hotel chain first pops into your mind? The first hotel chain that pops into your mind is top of mind. They have done a good job of branding with you.
Example: when you think of getting a cup of coffee during the day, what is the first place that pops into your mind? The first place that pops into your mind is top of mind. They have done a good job of branding with you. For many people, that is Starbucks or a local coffee shop.
When your brand does not stand out, you are making it harder for people to find you or do business with you. In the photo, try to find the deer. The deer blends into the woods for protection, not to stand out and be seen easily or quickly.
With your brand, look for ways to stand out in a positive way, be seen and be memorable. It can be in your name, logo, tagline, brand story, the type of experience they have with you, etc. How does your brand stand out from the competition?
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Gary Heisey – Founder and Brand Strategist with Brand Door