IMPORTANCE OF CLEAR BRANDING AND FOCUS
So what is branding and focus? And why is it an essential factor to your business?
Branding goes far beyond just a graphic logo or elements. Thinking about your brand should make you really want to focus on your entire customer experience…ranging from your logo, your website, social media experiences, even how you answer the phone, to your customer’s experience with your staff. Think of Richard Branson’s Virgin Brand, and immediately you think of young, fun, great customer service, casual without being informal.
When you take a look at this broad definition of branding, I know it can be overwhelming to think about everything involved in your brand. In a nutshell, your brand simply describes the way your customer perceives you. It is important to be conscious of your brand experience and plan on how to create the brand experience that you want to have… an outstanding brand doesn’t just happen… it involves a well thought out and strategic plan.
Many small start-ups and organizations neglect to spend quality time to think about their brand in this broad sense and it’s important to their business. Let examine 7 reasons why you need to focus and dig into your brand:
Branding promotes recognition
People often love to do business with companies they are familiar with. If your branding is easy to recognize and consistent, it can help people feel comfortable to purchase your products or services.
Your brand sets you apart from the competition
In this day’s world of the global market, it is vital to stand apart from the crowd. Of course, you are no longer competing on a local stage, your business/organization now competes in the global economy world. How will you be able to stand out from the thousands or millions of organizations around the world?
Your brand informs people about your business DNA
Your complete brand experience, ranging from the visual elements such as the logo to the way that you respond to phone calls, tell your customer about the actual kind of company that you are. Are all these points telling the right story?
Your brand provides direction and motivation for your staff
A clear brand strategy offers to the staffs the clarity they need to be successful. It lets them know how to act, how to win, and how to meet the goals of the organization.
A strong brand generates referrals
People love to talk to each other about the brands they like. People eat brands, wear brands, listen to brands, and constantly telling others about their favorite brands. On the flip side, you cannot tell someone about a brand you know nothing about. A strong brand is important to generate viral traffic or referrals.
A strong brand helps customers know what to expect
A brand that is clear and consistent puts the customer at ease because they understand exactly what to expect every time they experience the brand.
Any hope for companies that do a bit of everything?
Yes, the hope of a bit of business success. You need to remember that your brand represents you…you, your staff and, your marketing materials are the brand. What is their opinion about you, and what do they say about your promises to the customer?
Doing a bit of everything and not putting having a clear brand can negatively affect your business/company.
It’s quite a conundrum. When trying to procure a customer, nobody believes in a one-stop shop. Once a customer is onboard, they prefer a one-stop shop.
The best branding is built on the basis of strong idea… an idea that you and your staff will be able to hold on, commit to, and can deliver upon. It is important for your brand to permeate your entire organization.
When your organization is confident of the brand and can deliver based on what the brand promises, you will see tremendous fruit while building brand loyalty among your customer base.
Need help with branding, or your company brand just isn’t clear? Speak to one of our consultants now!