The Truth About Branding | Why You Have ZERO Control Over Your Brand

A brand isn’t about the logo or their social media pages. Perfection on paper isn’t the answer. The pictures and commercials don’t have to be professionally made, either. Those are superficial ideas of what branding is. A brand is actually a reputation of a company. What’s important to note is that it is hard to earn a good reputation. Additionally, a good reputation can be lost instantly if it isn’t maintained. Your content needs to be branded appropriately, but that doesn’t mean it has to be perfect every time. Authenticity is going to win every time. As long as you create useful content “on brand,” then branding becomes the way people feel about your content.

Your Brand’s Reputation

The reputation of your brand will be predicated on people’s ability to trust what you’re delivering to them. At Burn Boot Camp, we say that 14 days can transform your life. Every one of our clients post about how they were never a “gym person” before Burn. We got our tagline from what people actually say about us. The market always dictates what the brand should be. The more content you release, the more people it will impact. If your brand isn’t working, you’ll know when the market doesn’t latch on.

How do you want your brand to be perceived? Everyone thinks branding is about logos and style guides. It’s really the emotions that are generated when somebody experiences the brand. A real brand is an experience geared towards affecting different emotions. As the leader of a brand, it’s your responsibility to design an experience.

Importance of Leadership

Brand starts and stops with leadership. Leadership determines how the brand is being received and felt. Websites and Facebook pages don’t determine anything, but they are helpful distribution platforms to get your brand into the market.

We used to be able to create content knowing that people had no transparency. Now, there are a lot of ways for people to give their opinion about a brand. Your brand is what the market makes it to be. In a way, you no longer get to create your brand.

At the end of the day it’s about you as a leader, and your personal reflection of who you think you are. Those will create the feelings associated with the brand. If you’re actively involved in your brand, you need to see if the brand reflects your core values and mission in life.

Branding is not the end game. If you mess up on your brand, it’s fine. For example, I’ve rebranded my business four times in the last three and a half years. If you need any advice on how to rebrand, reach out to me via Instagram @devan.kline.

Listen to the Full Episode of My Truth About Branding