How well do you know your brand? Is it merely a logo or does it convey your story, values and passions? Does it tell your customers why you are the company they NEED to work with?
To help you answer the above questions, let us introduce you to the Brand Triangle. A technique that will help you build focus in your brand’s message.
The Brand Triangle
One of the most important factors in assessing your own performance and position is knowing where you are with your brand and what your brand portrays to you and your target audiences.
Your brand is the culmination of all of the thoughts, feelings and emotions from all those that have any interaction with your business, your people and your products.
David Ogilvy, the “Father of Advertising,” defined brand as “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”
Now, this is not the most straight-forward thing to clearly define, highlighted by the 30 definitions you can find here: https://heidicohen.com/30-branding-definitions/
In this modern era of branding however, there are actually three different areas of your brand that you need to be thinking about. They sit together in a triangle where they interact with each other.
The Three Areas of the Brand Triangle
The first area is your company brand. This is where traditional branding has been most prevalent over the decades. Your company brand has been really the main recognised identity that any organisation would consider having any value. More recently though this is changing, with other aspects becoming more and more important.
The other areas include personal branding and product branding.
It is between the distinction of these different areas of branding and how they interact with each other that I call The Brand Triangle. The brand triangle consists of the three C’s as outlined below:
Across the three areas of branding, we can see each of these elements delivering value in a different way to you and your organisation.
Firstly, if we start with your personal brand, as in how people see you personally, then we can see that this is really all about Connection. People being able to connect with you personally, to get to know, like and trust you, and to build a connection with you is a very important part of branding in the modern era. A part of branding that is often overlooked by many, especially traditional marketers. Having a clear and easily identifiable personal brand will allow people to find you, get to know you, and connect with you more easily. From this connection they can follow your content, digest your videos and easily find your company brands and your product brands.
Next comes the company brand, once you have a strong and established company brand then this delivers value in the way of Credibility. The strength of your company brand is directly proportional to the way that people will be able to build trust in you and your ability to deliver on your promise through your organisation.
The last dimension of the brand triangle is your product brands. You may have one product brand or multiple product brands. Either way these need to be positioned and established in as strong a way as possible so that people can make purchasing decisions as easily as possible.
Your product brands will deliver the third C which is Conversions. It is this aspect of your brand triangle where we see funnel marketing coming into its own. Yes, it’s important that your company brand is in place correctly to deliver credibility, and equally your personal brand should be in the right place to position you as a key person and as an authority in your industry. Once these are in place the funnel marketing will operate at its most effective level in delivering conversions into your business.
The Three C’s
Connection, Credibility and Conversions. All massively important in building a trusted brand and seeing the results of those messages.
Contact Future Marketing today for a bespoke conversation about how the unique Brand Triangle can help your business see the conversions it deserves.
