We have said it before, and we will say it again: There is more to a brand than just a logo or company motto.

Your brand is both tangible and intangible. It’s a way for customers and clients to connect and engage with your business and differentiate you from competitors. Your identity and how customers perceive your brand are among the driving forces behind their decision to work with you.

In fact, nearly 60 percent of people prefer to purchase products from well-known companies, and 21 percent contend they bought a product because it was from a business they like and trust.

So, how do you turn your brand into a high-performing asset with loyal customers?

Why Does Your Brand Exist?

First, determine your purpose and examine how your identity affects your business — internally and externally. Much of your success hinges on consistency, hard work, and a long-term strategy.

Keeping your message aligned with your mission and core values helps your customers gain a true understanding of your company. This helps build trust, optimism, clarity, and is integral to long-term success. However, to keep your message authentic, it’s important to understand why your company exists. Who is your target audience? What difference are you trying to make for them? A purpose-driven message should be the foundation upon which your brand is built.

Making money is obviously an important goal for any business, but the companies who place more importance on service and community — rather than profitability — are the ones who foster the strongest consumer experience.

For example, Chick-Fil-A emphasizes that the company is about more than its delicious breaded chicken sandwiches. The fast-food giant upholds strong family and Christian values and has a corporate commitment to putting the happiness of customers and employees before profits. In 1946, Founder Truett Cathy decided to close the restaurant on Sundays to allow employees to rest or worship if they choose — a practice Chick-Fil-A still upholds today.

Chick-Fil-A’s approach is appealing to many customers because it demonstrates the business’ commitment to the communities in which it serves and to providing value beyond the point of sale.

Aligning Business Goals With Your Strategy

Before you can turn your brand into a high-performing asset, you must first set clearly defined business goals. They should be attainable, measurable, and focused on the big picture.

Do you want to position yourself as an innovative leader? Are you trying to attract more customers? These goals should give your brand direction for growth.

Integrate Your Brand Into Everything You Do

The key to any successful brand is consistency, both internally and externally. In other words, you should integrate your messaging and vision into every aspect of the business. It should be visible and reflected in everything your customers and employees see, hear, or read.

If a customer walks into your headquarters, your logo should be on display and your staff should interact with customers, clients, and vendors with your core values in mind. On your company website, make sure to incorporate your unique voice, personality, and messaging into the content.

As your business grows, your target audience will change and it’s important to evolve in unison. Maintaining relevant, consistent messaging takes time, resources, and commitment. Your brand is an investment, and we’d love to help you maximize it.