Back to The Feed
Back in the 80s, a political strategist named Lee Atwater said: “Perception is reality.” He didn’t speak that truth into existence, but he certainly revealed something all too true about the way we see and experience the world. What we see, we tend to believe and also build on. We embellish. We connect dots. We make assumptions and jump to conclusions. We fill in all the gaps that no one ever asked us to, instinctually, because we can’t help it; it’s second nature. Forming a personal perception is one thing, but shaping perception is a far more powerful tool.
Perception is at the core of brand building. We’ve said before that the goal of anyone managing a brand, agency- or client-side, comes down to something strangely simple: increase the brand’s perceived value. Do whatever you have to do to make your brand appear more valuable than it might “technically” be on paper until it is technically that valuable on paper. Make it … desirable, loved, trusted. In making a brand emotional and relevant to consumers, we believe we can grow the brand’s margins and loyalty in the long-term. How we do it is straightforward too: brand building.
Brand building = the act of building on and elevating a brand—and its image—over time. That’s why not only creating a beautiful brand identity and quality storytelling are so crucial, but maintaining and evolving them are too. We know that the way your brand appears and behaves means something, to both existing and potential consumers, and it speaks even higher volumes if it’s consistent. Here are some of the top benefits of embracing a brand building approach to your business.
1. Brand building builds on a strong foundation of brand strategy
Strong foundations protect against future disruptions/disasters, right? That’s why the #1 rule of any legitimate brand builder is to start at one, and only one, place: brand strategy. It’s the solid foundation we build on over time to make sure the brand is aligned at its core. When we say “aligned,” we mean in sync with the market’s demand and the customer’s emotional and practical needs, and capable of fulfilling them through its product or service. A clear and well-defined brand strategy serves as the blueprint for a brand’s identity, positioning, and messaging. It outlines the brand’s unique value proposition, target audience, and desired brand perception. Once we define this strategic framework, we can ensure that all subsequent branding efforts, from design to messaging to marketing, are aligned, cohesive, and repeated. Once a robust brand strategy is in place, brand building can finally take flight. We finally have the chance to bring the brand to life through a standout visual identity, clear messaging, and unique brand experiences.
So never forget: a strong brand strategy is the cornerstone of successful brand building. Check out The Brand Blaze™, our tried and tested framework for getting the process started. It acts as a step-by-step guide and clear roadmap for differentiation and growth in a loud and crowded market where the right attention is so incredibly scarce.
2. Brand building elevates your brand—and business—perception (aka reputation)
Brand perception is a mirror reflecting the health and vitality of your business. So when we talk about taking a brand-first approach to your business success, this is what we mean: we can’t convince consumers to support your business if they don’t trust your brand. To pay attention to your brand, and then ultimately choose your brand, consumers need to perceive quality, consistency, trustworthiness, relevance, and positive associations that trigger emotional, aspirational, or memorable connections for them. Brand building invests in all of those facets, consistently and over time by ensuring your brand identity is strong and differentiated, your messaging is clear and consistent, your people are inspired and aligned according to your core values and company mission, and your marketing is aligned with your audience. We know a strong, positive brand perception can attract new customers, retain loyal ones, and command higher or premium prices. And conversely, a negative perception can erode trust, damage your brand’s image/reputation, and naturally hinder growth. This is what’s on the line when it comes to your investment in a genuine perception building strategy.
3. Brand building increases your brand’s value and profitability potential
According to Forbes, companies that invest in brand building outperform the S&P 500 by 3 to 1. A report by Lucidpress (registration required) confirms that consistent brand presentation across all platforms increases revenue by up to 23%. Nielsen’s findings reveal how understanding and tailoring to your audience can increase marketing effectiveness by up to 60%. And AdWeek confirms that consistent and clear messaging can improve brand perception by 70%. The stats go on and on, okay? The point is statistics like these prove the tangible benefits and potential missed opportunities of not engaging in a brand building strategy for your company. As mentioned in our previous point above, a strong, positive brand perception can attract new customers, retain loyal ones, and command higher prices. And conversely, a negative perception can erode trust, damage reputation, and hinder growth. Your brand perception becomes your brand reputation. Building, shaping, and elevating yours alongside seasoned brand builders who understand how to attract and connect with target audiences is the best approach to increase your odds of higher—and long-term— profits.
4. Brand building differentiates your brand, increasing your competitive advantage
Because brand building is the art of standing out for all the right reasons, it’s also the art of never blending in. A high brand perception relies on brand differentiation. Brand differentiation—how a brand distinguishes itself from competitors by emphasizing its unique qualities, attributes, or benefits—involves creating a unique brand identity and value proposition that resonates with your target audience. We rely on our first stage of brand strategy to clearly define those audiences, qualities, attributes, and benefits, ensuring differentiation is at the core of your brand and a powerful asset influencing customer loyalty, employee morale, and investor confidence. By actively leaning into your differentiation, we can build you a strong foundation to stand out and compete aggressively with the competition.
Ready to FUEL Your Brand’s Growth?
Interested in taking your new or established brand to the next level? Partner with FUEL, a brand building agency with deep expertise in brand strategy, branding, and marketing. Our methodology, The Brand Blaze™, is a proven framework that guides brands through the brand building process and toward success. Contact us today to learn how we can help you with your own brand building journey.
