At Vaquero Advertising, we talk a lot about how we can connect your brand to the Hispanic demographic. We throw the term “brand” around, but we’ve never actually discussed what brand strategy is or why it is such a valuable component of your company. So, what exactly is your brand?
When you think of your brand, do you think about your logo? Your slogan? Your website? While those are all components of your brand, your brand goes so much deeper than simple graphics. It is the combined components of your company’s character that make it identifiable. It is the intangible feelings one gets when they think of your company.
Your brand is your purpose.
Functional Purpose vs Intentional Purpose
As your purpose, it is pretty clear that it is important for your company to build a clear, distinct brand. How can you define what your company’s purpose is, though? There are essentially two ways to define your corporation’s purpose: functional and intentional. A functional purpose focuses on commercial strategies. For example, from a functional perspective, the purpose of your company is to make money, and that’s it. Intentional purpose measures success in relation to making money and then using it to do good in the world. For example, Ikea doesn’t just sell furniture. They aspire to create a better everyday life. They’re looking to provide value beyond just a sale.
Beyond your Purpose
As you’ve defined your purpose, this will start to set you apart from your competitors and make you more recognizable to consumers. Having a set purpose allows you to build a marketing strategy around it, allowing for clear communication with customers. Clear and consistent communication are the beginning stages of customer loyalty.
Your brand is your essence. It is your purpose. It is who you are and what your company stands for. Vaquero Advertising strives to create a true, multicultural identity. We are productive. We aim to help our community. We will always be authentic. By teaming up with Vaquero Advertising, we can help you identify your brand and then relate your brand to the underrepresented Hispanic demographic.
One of the ways Vaquero can help connect your brand is through our boat party at Austin’s SXSW conference. Contact us today to learn more about our boat party and how we can build your cultural entourage!
Image from Getty Images. Creative #661871116