A Company's Brand is More Than Just a Logo

Posted on October 24, 2018

By Joe Terry, HHS CEO

Throughout the progression and growth of an organization, one thing that should always be protected is the brand. A company’s brand is their identity, and is one of the most important aspects controlling the perception people have of the business. However, branding is much more than a visual component, it is an investment that protects the quality of an organization’s work, it’s products or services, and the experience that a person has with a company. Leaders should consider managing a brand as akin to managing a company’s culture as they are interwoven. It’s important for leaders to take a firsthand approach to building a strong brand that not only establishes visibility, but also incorporates the company’s philosophy and values.

Establishing an Effective Brand

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A brand is defined by an organization’s values. These values are non-negotiable and should remain consistent through growth and changes. For leaders, it really comes down to understanding how the organization’s employees and customers view them and their capabilities. By making this assessment, a company can ensure the values and personality of the company will evolve to match the desired outcome of their brand and how they will be known publicly. Working to create this certainty of associating an automatic standard or expectation to the public about your company is the goal.

Providing Consistency Throughout Growth

The larger an organization gets the harder it is to protect what the company stands for, but leaders must make a decision to remain steadfast in protecting the value of their brand. While the industry, application, or end customers might evolve as a company expands, the brand should continue to align outcomes across all business units, ensuring that whatever type of client the business is serving will be receiving the same values, structure, and outcomes across the board. This all relates to creating standardization and consistency within the company’s brand.

Evaluating Growth Potential Based on the Brand

Because brands are associated with certain perceptions from prospective customers or employees, companies must use their brand to evaluate where their growth should lead them and how their values can encompass the same level of service that was originally developed when the company was founded. For expansion into new industries, choose wisely and be selective where the development occurs. Ask if the new avenue fits with the brand and values. Will it impact the way customers view the brand? If it does so negatively, it is not worth the risk. But with proper evaluation, growth can be exceptional if values, philosophy, and brand are all considered in the decision making process. Protecting the brand is vital when making growth decisions.

Leaders need to consistently be aware of the impact brand has on customer perception and company credibility. As business grows, continually maintain an objective understanding of what the brand is associated with, then align business processes, hiring practices, and leadership selection around it. This will allow the service to remain consistent as well as the philosophy and values that the brand encompasses.

To learn more about how HHS works to uphold our brand:

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