How Real Brands Build Trust and Consistency (Most Companies Miss This Entirely)
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How is branding different from marketing and why does that confuse most founders?
Most businesses think branding is what they say about themselves. They're completely wrong. Branding isn't about your message. It's about what people think when they hear your name. It's the long term position, the consistency, the trust. And here's the thing most founders miss. Branding and marketing are not the same. They're two completely different systems. Today, we break down the three part architecture that separates brands people love from brands people ignore. Strategy, identity, execution. And the one mistake that's probably killing your brand right now. This is Howard Lim. He's rebranded companies that sold for $750 million. He's IPO'd brands. And he's here to show you exactly where most businesses get it wrong.
This is the vault unlocked. Let's unlock it.
Today is all about the difference. We have sales, we have marketing, and then we have branding. And today we are going to break down what we think branding is, what traditional branding really is, and what people think branding is today and how they see it. And today we have a special guest.
What are the three core parts of branding (strategy, identity, execution) and which do companies skip?
I'm going to call him the branding expert, the master of all branding. Here we have him. Howard, how are you?
Good, good. Thank you. How are you doing?
I'm doing great. Thanks so much for being here. I'm just going to start us off because I think it's a big question that I actually ask and I know that you have a unique way of answering it. So I want to ask the simple question, what is branding?
Well, branding is a very deep and broad subject. And it's the most, you could say, it's the most complex business language that we have in an arena of business. And there's actually three parts to branding, but ultimately... branding is about it's not about what you say it's about how everyone receives you as a brand in other words what matters most is what people think about you what they're saying so people have to kind of like a one-way street they say oh we're building a brand you know such and such and they don't quite understand it's not really what they're saying although that influences the outcome but it's about really what people think about your brand
That's interesting because right there, I mean, boom, let's just kick it off. Ding, ding, ding. I love it. What I just heard you say there is one of the cores of branding where it almost is like where most people probably get it wrong is you think we think branding is about what we want to say to the market or what we're trying to say to the market. But true branding and understanding where branding actually what it really means isn't what I'm saying to the market. It's what the market's perceiving what I'm saying.
Exactly. And so with companies, what's most ideal, if they understand how to position their product and service information. And so therefore, the expectations is matched to the experience of that buyer, that client or the customer or consumer. So therefore, there's an actual, you could say alignment there. between what they're saying, what's being received, and how that experience is actually matched to the expectation, which sounds simple, but most companies, every company I've ever met, quite honestly, has it where there is not an equilibrium.
Okay. So let's talk about this. How did you come up? I mean, talk a little bit about your past now, about how you've come up with this, because obviously you've you've seen where I know you work with some big companies and you've created this entire organization, your your businesses around the idea of like true branding. Where did you come up? How did how did you learn all about this? What's the history here?
Well, I was pretty fortunate because I was in school for years studying different, you could say different subjects, but overall came out with a degree in applied art and science. But the point being is this. I started off by looking at design and advertising. And the funny thing is a big part of branding is strong designing, because it's all about how to engage people in their senses, especially out of our five senses, we use our eyes 90% of the time to perceive and evaluate things.
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