Is Your Brand Alive?

Too many companies promote a brand that is far from “living”. In other words, it’s just another sign on the building, a signature at the bottom of an email, or a logo on the homepage of a website. If a brand is purely visual and doesn’t evoke feelings with clients, employees, or anyone who encounters it, your brand is far from living. It is at best, on life support.  

Start creating a living brand by personifying it; think of your brand as your most interesting friend that you are excited to tell others about at a dinner party. This specific friend probably has an exciting personality, values, and some compelling stories you mention when talking about them in the third person. How you describe this friend to others is exactly how you should be able to describe your brand to the masses.

Once your brand is personified, take the time to think about who you want to engage with your brand. The people that engage with your brand are those that have the power to bring it to life. Are they able to deeply understand your brand just by encountering it, or is an MBA necessary to scrape through all the fluffy buzzwords used in your mission statement? People won’t receive buy-ins until they understand and are able to engage with it. And until you receive that buy-in, your brand is nothing more than an idealized concept and far from “alive”.

Now, it’s time to walk-the-walk and bring the brand to life by reinforcing it at all costs. The best brands make reinforcements seem organic. Since they have a deep understanding of their personified brand and who they want to engage with it, they can recognize how to seamlessly place their brand in winning scenarios. Recently, Saie Beauty, went all-out on their “summer camp” themed brand trip. This was an absolute hit because this specific beauty brand emphasizes light, natural make up. While most beauty brands wouldn’t be able to last in the great outdoors, they uniquely positioned themselves to showcase their products thriving in an array of fabulous activities in an out-of-the-box environment.

With all that said, this does take a lot of time and intention. This is much easier said than done but by taking these steps to bring your brand to life, you will find your brand ahead of the curve. There are far too many dead brands that come across as transactional. A ‘living brand’ creates a masterpiece, whereas a dead brand produces commodities. You want to bring passion, joy and satisfaction to your brand, just like any life worth living. 

At TEAM SCG, we eat, sleep, and breathe the art of branding.  It is not just our tagline; it is our heart and soul. We devote ourselves to helping our clients bring their brands to life. Our goal is to create masterpieces with our clients that displays their passion, creativity, and vision through corporate merchandising.

Want to bring your brand to life?  Let’s talk... 

‍