Can You “C” Your Brand? Identify Your Brand’s Strengths and Weaknesses
Sometimes, it’s hard to see the forest through the trees.
It’s true in life. And it’s true in business.
Look, we’ve all been there. It happens to the most seasoned and confident of business owners. Knowing what your next move should be isn’t always obvious. Sometimes, we just get too close to it all. Or, maybe we’re working a little too fast as we try to keep pace with market changes. In any case, don’t sweat too much. The answers to the business issues and pressures you may be experiencing are likely hiding in plain view. Right in there in front of you. In your brand.
As a strategic branding and design studio, +Intention can help you leverage the 5 Cs of Branding: Conviction, Communication, Consistency, Connection, and Commitment, to navigate choppy waters and uncharted territory. It’s a simple, powerful framework designed to get you thinking about how you can better define and leverage key aspects of your brand.
So let’s dive into a quick overview of each of the 5 Cs:
CONVICTION OF YOUR BRAND
When we say Conviction we’re referring to the declared purpose, or passionate mission of your brand. We often refer to this purpose as a brand’s “why” or “reason for being.” All brands should have a well-defined purpose that goes beyond generalized profitability because a brand’s conviction is its compass that points the way to every action it should take.
COMMUNICATION OF YOUR BRAND
Communication is about both messaging and action. While it’s true that a brand’s visual and verbal language is critical in establishing and reinforcing a brand’s story, we often forget that a brand’s actions can send a message, too. Ultimately, communication is about sharing and living your brand’s story and value proposition; creating narrative—and making sure you are utilizing the best channels to ensure the brand reaches the right people with the right message.
CONSISTENCY OF YOUR BRAND
Just like people, brands create trust and convey a sense of authenticity when their actions match their talk tracks. And they should remain true to the core values of the brand––today and over time. Consistency plays a key role in shaping and reinforcing customers’ perceptions. Erratic messaging or inconsistency of brand behavior is counter to building strong relationships with your customers.
CONNECTION TO YOUR CUSTOMERS
Connection is all about relationship. The strength of the connection determines the strength of the relationship. In many ways, connection is a measure of a brand’s relevance.
COMMITMENT OF YOUR EMPLOYEES
Your employees’ level of Commitment is a measure of their dedication to the brand and/or its purpose. Your employees are often the face of your brand—key in creating and delivering your brand experience, sharing your brand’s story, and bringing new customers to the brand. In many ways, employees have the power to fuel a brand’s narrative, reputation, and success.
So there you have it, 5 Cs that can help you see the strengths and weaknesses of your brand. It’s all about making sure your brand is built upon a strong foundation. Because +Intention knows, the stronger your brand, the more successful—and resilient—your business will be.
Admittedly, these are big themes requiring thoughtful examination and evaluation of your brand. So to help jumpstart your thinking, we’ve created a fun user-friendly assessment tool—The 5 Cs of Branding Workbook. If you like, you can download a copy here. It’s all digital, of course. No matter how thick the forest, we’re always happy to save a tree or two.
“C” you soon.