The Brand Triangle models branding not just in its implementation, but also in its purpose. Brands are both subjective and intangible. They can't be quantified, so understanding "why" turns guessing into decision-making.
Brand influences what cannot be controlled: other people's minds. Branding is the science, art, and strategy of changing how an audience perceives something. Without the human component, decisions about colors or taglines would be pointless.
The more people form positive opinions about your business, the more who will buy from you. The more people who are passionate about your business, the more who will tell others about you. For a brand that inspires passion, the reward is a self-perpetuating audience.
And like so many things in life, branding goes better if you plan it. That's where the Ideal Brand comes in: first, plan how you want to be perceived, based on what most resonates with your audience.
The "why" behind every branding decision points to this Ideal Brand.
Understanding your brand's goals initates the process. First decide (and document) how you want to be known. Only then can you show the world what that looks like. But there's a twist-- you will never "accomplish" your Ideal Brand. It is a North star to guide your company, while the rest of the triangle anchors you down to earth.
If the story ended there, branding would be far simpler. That's where people come in; people who act unpredictable, obstinate, and even contradictory.
The challenge, then, is to match your Perceived Brand more and more closely to your Ideal Brand. This underscores the benefits of authenticity. Shouting from the rooftops about buttoned-up professionalism rings hollow in the face of a casual office culture.
How can you tell if your Perceived Brand is trending in the right direction?
People start responding "DAM."
Of course, if anyone curses appreciatively at your marketing, count it as a good sign, but "DAM" can be more subtle. Evaluate your Perceived Brand on whether it's Distinctive, Attractive, and Memorable.
While planning your Ideal Brand is a prerequisite for improving your Perceived Brand, they cannot influence each other directly. The bridge between the two is the Branding Tools. Your logo and content and colors translate the Ideal Brand into a language customers understand.
Branding Tools pinch the normally-equilateral Brand Triangle towards isosceles proportions. To accomplish this, creating and following brand guidelines is a start, but to truly move the needle demands a comprehensive approach.
This is the arena where the aforementioned authenticity plays out. To embody your Ideal Brand is to take full advantage of all the Branding Tools available.
Each of the corners of the Brand Triangle is one third of a whole and their relationships evolve with your business.
Ultimately, if your audience can't see that you embody your Ideal Brand, either the Branding Tools were ineffective or the Ideal Brand is unrealistic. Ideal Brands can fail whether they aren't what the audience wants or if they're inauthentic, so either challenge necessitates a change of plan.
Investing in the Brand Triangle begins and ends with customer research. Whatever your vision for your business, refine it by listening to your audience's opinions, dreams, and struggles. You can even arm your Branding Tools with the specific language you hear, speaking to your customer directly in their own words.
Branding is a process of forming relationships. When two people first meet one another, those who listen the closest and understand one another the deepest are those whose connections stand the test of time. So, too, it is for businesses aiming to form relationships with people.
Logos, colors, and language are all tools to help your audience to understand you. But these Branding Tools are not worth the investment unless you first understand your audience.
