Creating a strong brand is something we all try to achieve.  There are many brands that do it successfully and others that just can't seem to get it together.

So what's the secret?  Well, it's got to do with understanding what - exactly - a brand actually is.

You see, many businesses (and even marketers) think that having a well designed logo is all you need to have a brand. That having beautifully designed marketing materials like brochures, websites and ads will automatically have clients beating down your door. 

Fact is, that's not true. In fact, it's only a third of the story.

Allow me to let you in on a little secret I call the "Brand Circle".  Once you understand it, you'll be well on your way to understanding how you strengthen your own brand, and get that all important edge over you competitors.

But I've got a logo, so I've got a brand right?

Well... no.

Think about some really successful brands (and the usual suspects are usually brands like Apple, Nike, Coca Cola, McDonalds etc). Sure you know their logos, but more importantly you know the product. You know the experience of buying, using, and consuming it. If you're an Apple fan, you know how the product works, you know the status of having it, you know what dealing with the staff instore is like. You have an experience that is inextricably linked to that brand - one that keeps you going back for more.

Sure, you recognise the logo, but it's not the logo itself that makes you want to be associated with the brand.

It's the experience. It's what you get out of the product or service that keeps you going back for more, and makes you rave about it to your friends, family and contacts.

Ok, so what is a brand?

A successful brand made up of 3 key ingredients:

• Presentation (how you look)
• Communication (what you say) and
• Behaviour (what you do).

Your logo is essential - don't get me wrong. It is the summary of these 3 areas, it underpins them - giving your client an instant idea of what your business is about, what they can expect from you.  But it isn't the be-all-and-end-all of your brand.

The easiest way for me to explain is to introduce you to my Brand Circle:

You client will have a positive, meaningful, strong experience when all 3 ingredients work together  to consistently meet (or better - exceed) their expectation.  Replicate that every time they deal with you, and your brand will become stronger.

In a nutshell, it's the experience your client has with you that creates your brand (good or bad). Strong, positive experiences create a strong, successful brand.  It's your reputation, your profile - not your logo - that propels your brand long term.

How do these ingredients come together to make a successful brand?

How many times have you been "sucked in" by a beautifully designed brochure (website / advertisement / commercial etc), only to find the sales process to be unreliable, pushy or completely lacking. Or the person who answers the phone when you call is indifferent, unfriendly or unprofessional. And we've all had experiences where once we've bought the product, the aftersales service (particularly if there's a problem) is ... well ... crap.

In these scenarios, the behaviour doesn't match what was "promised" in the professional looking brochure, or the cleverly crafted words. You feel let down or even ripped off. In just the the same way that you could overlook the best performing product in the field, because the poorly designed promotional material doesn't reflect "professional" or "quality" that you would expect from the best and so you don't trust it will be that good. Two out of 3 doesn't get you over the line.

You need to round all 3 bases to get a home run. And you need to do it consistently.

Think again about those successful brands we spoke about earlier. When you purchase their product or service, you have an experience that features all 3 ingredients in the Brand Circle, and you have that experience every time.

(An important point to note, the ingredients in the Brand Circle are not just about your marketing. In fact they apply to all facets of your business: sales - and after sales - processes, staff training and development, quoting and invoicing, financial management, interactions with your suppliers and other business contacts... All of these things affect the experience of people involved in your business, and that affects your brand.)

To strengthen your own brand, identify where you can improve your track rating in each area of the Brand Circle:

• How can you improve your client's experience when they deal with your business, not just when they purchase?
• How can you improve they way you communicate with your client, or how can you talk about your product or service in a better way?
• How can you present yourself, your product or service in a better light?
• What do you need to do to improve your processes, your behaviour or the way your product or service works?

The best place to start, is to start

This is just the starting point, and your brand will continually evolve. There will be ups and downs (even the biggest brands have those), and your raving fans will come and go.

But now you know the secret you can start improving the experience your clients have with you, and be well on the way to achieving a strong, successful brand.