The Heart of Brand Success – Part 1: Brand Belief
What is Brand Belief?
Impactful brands aren’t successful because of the products they sell…Their success and influence is the result of the beliefs they uphold.
Our beliefs guide us. They help formulate our convictions, our values, our code of ethics. They determine our response in the face of conflict and guide us in how we behave each day. Every human being has a set of beliefs that define what he or she does, and how he or she does it. The causes invested in, the dreams pursued, the value seen in others. Brands are no different, at least they shouldn’t be.
Every brand that survives has an identity that delineates it from its competition. And any given brand is only as strong as the beliefs the brand lives by, the code of behaviors instilled in its employees. This collection of values is known as Brand Belief.
Brand Belief … your Why … your North Star … it’s your organization’s take on the world — its view of what will make the world a little better and how your brand will make it possible. Your belief is at the very core of your brand’s purpose, ingrained in your company values, manifested in your staff’s behaviors, and guides your marketing approach. Your Brand Belief isn’t just about selling something; it is about standing for something bigger. Professing and living by a belief system others want to adopt as their own.
Know What You Believe
If you don’t know what you believe, you can’t expect others to believe in you.
Does your brand have a strong belief system? Do your employees know what that belief system is? What values and ideals set your brand apart from the rest of the pack? These questions are critical to brand development. When you clearly distinguish why your brand exists and what your brand stands for, you stand out from the competition. Your brand embodies its belief.
When you know what your business stands for, you’re offering your customers more than just a product; you’re giving them something to believe in.
Make sure your brand offers up a vision your team and your customers want. It’s not about selling something to them; it’s about offering them an identity they desire, one they make their own. Your Brand Belief must be something that matters to your customers, something that defines who they want to be.
Your brand is more than a logo or a creed. It is something that penetrates to the heart and soul of your customers. You must give them something worth believing. When your brand becomes an identity your customers desire, you have provided something your customers will adopt.
Clarity around your brand’s belief system is paramount to your brand’s success. When you know what you believe, your passions pour into your products and customer relationships. Only then will your customers become your advocates, your converts, your apostles.
When people have an encounter with your brand, and something positive happens to them, the brand becomes a part of their identity. They put your brand’s sticker on their cars. They tell everyone at work about it. They become peer-to-peer evangelists on social media. They believe in something they didn’t know about before or understand before. As their revelation unfolds, they can’t help but share it with others. Their new belief runs through them. Your brand has become their brand because your beliefs have become their beliefs.
Read more from this series The Heart of Brand Success: