What is Brand Consciousness and Why is it Important?

Mobile app development team at Brightec
Having a brand is fine, but it’s nothing if it’s only a pdf in a folder.

We are a brand conscious company. To those that are also in brand-conscious organisations, that statement means a lot. But to others, it doesn’t mean very much at all

What is Brand Consciousness?

Having a brand is fine, but it’s nothing if it’s only a pdf in a folder. So, what does it mean to be a conscious brand? I’ve struggled to articulate an explanation of what we mean by brand consciousness. And it seems as if anyone writing about it assumes that people understand what they mean. To try and take a stab at explaining it, I’ve settled on using an example.

A Conscious Brand Example

Recently, I visited a company whose offices were in a beautiful country manor style house. The building was stunning and the gardens at the front were beautifully maintained.

The building spoke of an established and preserved company. One that you could trust and prided itself on its appearance. The outside definitely set my expectations for the type of company I was visiting and how good it was going to be.

Walking through the door that good feeling evaporated. Cheap office furniture, no original features —I was in a space that was the opposite of the outside. Cheap, temporary, no attention to detail.

Why Brand Consciousness is Important

Those offices help me paint the picture of why being brand conscious is so important.

Since moving into our new studio, we have made a conscious effort to make things aesthetically better.

“Aesthetics are important to us but more important than how a space looks, is how it works. The design for our studio must reflect our brand (how it looks) AND our values (how it works).” - Andy Ferrett, Director

As a company, some of the best feedback we receive is when people come to visit our studio and tell us it’s even better in person. This means a lot to us as it’s important we have a beautiful space that our team love but that also impresses and communicates our brand consciousness to our clients.

Hopefully that makes the idea of brand consciousness a little more tangible. However, it only touches on the aesthetics of a company. And at Brightec, we’re about so much more than that!

Brand Consciousness is More Than Aesthetics

A good brand needs to go much deeper than the visuals a company puts out. It needs to influence how we interact with each other and how we interact with our clients.

We can all relate to experiences where companies were hugely showy but didn’t deliver on their customer service or quality. That’s exactly what happens when your brand only goes so far.

Brand Should Influence Business

The reason we use the word “consciousness” at Brightec is because that is where we want it to live. We want our brand to influence every part of our business and every decision by:

  • Enforcing the things our company values

  • Making sure we understand why we do anything

  • Keeping our long and short-term approach in mind

For our brand to do this we need it to be at the forefront of our minds as often as possible. If you want to develop a conscious brand, you need to have your brand influence every part of your business.

Maintain Brand Consistency

Humans learn through repetition. We harness that to keep our brand in our consciousness. It would be mundane for us to recite our company values and mission statements by rote every day. Instead, we reference them whenever possible and in whatever context possible.

We also try to consistently enforce our brand as far as we can. That way it's ingrained into us, both in terms of what it is and how we apply it. It becomes an embedded part of our culture; we aim for it to become ‘just part of how we do life at Brightec’.

Keeping Brand Consciousness Alive

Companies can fall into the trap of thinking their brand, values and culture are static. They're not!

Brand consciousness lives, breathes and evolves. If you aren’t revisiting it regularly, it loses the ability to reflect who you are as a company.

Find Out More About the Brightec Brand

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