It has come to my attention that many businesses owners live in a bubble. Just because they have been around for a long time, they believe everyone knows who they are and what they do.

Wrong.

Let me give you a few names. Bunnings. McDonalds, Westpac, Holden, Versace. None of these brand names describe what the business does. So how on earth did we come to associate hardware with Bunnings, fast food with McDonalds, banking with Westpac, cars with Holden and super expensive fashion with Versace?

The obvious answer is “because that is what they do.”

Wrong.

The correct answer is through the power of branding. Each of the above mentioned companies have spent millions of dollars on developing their brands. A brand is not a logo. A logo is the artistic part of a brand. A brand is the identity of the business.

A brand is set of values, ideas and emotions connected to a business. That is why our brains associate hardware with Bunnings, fast food with McDonalds and banking with Westpac. These companies have continued to push their brand values, ideas and emotions through their shop fronts, their advertising and their websites.

So what does this mean for your business?

Well it means you can’t just expect people to know who you are and what you do. You need to ensure your points of difference, your ideas and your values are promoted through your logo, your website, your advertising, your signage, your shop fit out. Do this right and you will have your brand.

Then everyone will know who you are and what you do.