Branding tips

What is a brand?

On first pass it would seem just to be your logo or company name. But in essence it’s that ‘thing’ that everyone recognises and associates with your business/product/service as well as a whole lot more…

In reality the concept of a brand extends far beyond your company logo to your business' core values and to every interaction you have with customers and suppliers.

In effect, your brand creates and maintains your reputation and so reflects your customers' experience of your organisation or product/service.

Customers and employees can build up emotional attachments to certain brands, allowing for strong loyalties and even a sense of ownership. This can help maintain employee motivation and increase your sales but it can also cause problems if you don't consult these stakeholders as your business grows.

A strong brand can make any business stand out from the crowd, particularly necessary in a competitive market where it should clearly differentiate what it is that you have to offer to a customer and how it can be obtained.

If you want to build and manage a brand, you'll need to focus on what your customers want and how you can guarantee to deliver it. You'll need to be consistent in your service and every other point of contact customers have with you - for example, your website, phone calls, emails, face to face meetings, the quality/signage of your delivery vehicles – if you have them.

Here are our ten top tips for building a successful brand:

Focus on what your business achieves for its customers. Your brand is no good to you if it isn't delivering what customers want. Make sure you’ve done your homework on background research in this area, what’s out there already in the market and how are you different?
Take ownership of your brand, you are the one responsible for its reputation. Pay attention to customers' needs, but control what you want your brand to mean to them – are you offering value rather than high-end quality – what is your unique selling point to the customer?
Be honest. If you don't believe in your brand, no one else will – maybe it’s time for a re-branding campaign! If your re-brand is positioned correctly this should create new interest in the company/product/service leading to increased visibility in the market and hopefully sales!
Keep your brand simple. By focusing on a small number of key brand values that apply to your target customer.
Be consistent. Every aspect of your business should make customers feel the same way about you and themselves as that is what they have come to expect from the brand. Excessive change for changes sake is usually a turn-off as the customer knows that they will end up paying the bill!
Be thorough. Look at all your systems and interfaces to the customer to make sure they help to support your brand ie. Shop front, website, headed paper, business cards, delivery vans – every aspect of your business.
Involve employees. Make sure they understand your brand and believe in it. Make it fun through internal competitions and informal gatherings that reiterate your company and brand ethos. Your employees can be one of your best marketing assets if you treat them right. They are likely to ‘preach’ to their friends and families about the company/product/service if they feel proud to be associated with it.
Communicate your brand. Make sure every advertisement, brochure and letter helps reinforce the same message. If you have a logo, use it everywhere, but make sure the quality is consistent and set-out guidelines for anyone using it inside and outside the company.
Meet and exceed what your brand promises. Failing, just once, will damage your brand.
Manage your brand. Continually look for opportunities to make improvements. And don't be afraid to make changes to reflect shifts in the way you do business or new trends in your market or you will be left behind by the competition!

To discover how we can assist your business with a new brand,
or perhaps a refresh, contact us.

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