Your brand is the perception that a customer has when they think of your company name, the services you offer, or your products. Which is why it’s vital that you build a strong brand that enables you to deliver effective marketing activity and grow your business.
What should a brand do?
Branding is not only about getting your target market to select you over the competition but about getting potential customers to see you as the sole provider of a solution to their problem or need.
A good brand should:
- Deliver your company message
- Confirm your credibility
- Emotionally connect your target audience with your product or services
- Motivate people to purchase from you or use your services
- Create user loyalty
Branding and understanding
To create a successful brand, you need to understand what your customers and potential customers are looking for. Think of your brand as the expression of who you are as a company and what you offer. A useful exercise is to ask what your brand would say about itself…
I exist because…
Ultimately, if customers relate to who you are and why you exist, then this will increase customer retention and encourage them to tell others about you.
The importance of branding
It's important to spend time investing in researching, defining, and building your brand.
If your brand is the strategic, then your marketing is the tactical. It’s what you use to get your brand in front of consumers. That's why it carries a great deal of importance within your business as well.
A strong brand doesn't just influence decisions prior to a purchase. It’s also about the long-term perception.
Did the product or service perform as expected? Was the quality as good as promised or better? How was the service experience? If the answers to these questions are positive then you've created a loyal customer.
Your brand not only creates loyal customers, but it creates loyal employees. It gives them something to believe in, something to stand behind. It helps them understand the purpose of your business.
Want to boost your brand?
If you need help with ensuring that your brand reflects your business and what you have to offer then please get in touch. We conduct workshops and brand audits that thrash out what your brand is and where it needs to be.
Sound interesting? Then please say hello