Why Companies Are Like Unicorns [How to Brand]

Companies are a weird idea. 

They don't really exist just like unicorns. I mean unless we all agreed that unicorns could be a shareholder.

It's not like you can take a company out to dinner or buy it a fancy new watch to wear.

Perhaps put your arm around the company and show her off to your friends - "hey, quit staring at my company's fine legs in that short, short dress." you may say.

They only exist in our imaginations because everyone else agrees they do.

I mean does can you really bite into Apple?

From a legal perspective, they are akin to a real person, an individual.

They hold their own rights, bank accounts, brand identity, can be held liable and litigated against, hold assets, sell assets and hold value. 

When it comes to your business it pays to use your imagination to build a beautiful image of the company.

Make it personal.

Make it individual.

Make it...real.

In life, you operate with a set of values, which is your rulebook for doing life.

If one of your core values is honesty then you'll always be in conflict with people who are dishonest with you. This not true of everyone, only those who have a core value of honesty. 

Within a company, your values are what you hire, fire, and make decisions from.

If it's not in alignment with the core values of the business you just don't do it, even if you miss out on getting paid.

They are also what you train employees to live and breathe by and you measure your lead/lag measures plus your KPI's.

Go further with this and you will want to cultivate the company's own individual personality.

Think of the people you like to hang around, they use certain language patterns and keywords that you like.

The way your company talks to your customers is reflected by the list of words you're allowed to use and the list you don't use in all your marketing and interactions.

Your marketing has a pitch, tone, pace, and cadence to it just the same way you use your words to communicate. 

Even the non-verbal communication such as the materials you print on, is it in black and white or colour?

Do you use good quality paper or recycled? It communicates a non-verbal image to the mind of the customer.

To dress your company and give it that twinkle in the eye look; you give it branding.

If you were to go on a hot date you would not turn up in tracksuit pants, unwashed and be picking your nose - although there is likely a market for these individuals.

That is why a great logo, primary colour accents, secondary colour accents, brand guide, typography matter so much. 

They speak volumes about how you want to be perceived and to which target audience.

Finally, much like a person who would be aimless without a goal, target, or compelling reason to do life for a business to be truly great, beyond just profit the business will want its own mission to complete.

A purpose bigger than just filling customer needs. 

A vision being realized by each individual that works in the company. 

A reason to stay behind late or go in early to do the work, even if it's unpaid.

Even if we can't bite into Apple, the idea of it and the very product's created by the people who are united by what Apple represents make it so very real and personal to each customer. 

That's how powerful branding is.

You may say but Apple 'is' real but I want you to think of a hotel, if you took the people out of the hotel it's now just an empty building. 

When you stand for more than just the bottom line, your customers will build an image in their own mind of a fully fledged imaginary friend that walks, talks and acts the way you designed.

Thankfully today, the playing field is more level than it ever has been.

You can establish all of this and fully brand your new business from top to bottom very inexpensively. 

It takes thought plus research, planning and execution.

Decide who you want to be from the very outset and iterate as you go.

Begin with the end in mind and you will win.

Vaughan.