Every company has a reputation and each person you encounter will form
an opinion of you and your business.
Whether or not they have done
business with you at this stage is a mute point. Your challenge is to
maintain a positive reputation by ensuring potential and existing
customers always see your best side.
This is what constitutes a brand.A brand will enable you to:
> Determine your points of difference
> Focus on your brand message and project
it to your target clients
> Keep your marketing efforts consistent
> Create services that reflect your brand
values
> Deliver your message clearly and effectively
> Establish credibility
> Form an emotional link to your customers
> Create a strong user loyalty Branding is not necesarily about slick advertising. Instead, focus
on getting your customers to see you as their number one choice.
Creating a brand that people want to be associated with is not just
about what you do, but what you do differently.
Creating Your Brand
A brand is your promise to your customers. In today's increasingly
competitive market place, it is essential that your customers
acknowledge and support the promise of your brand for your business to
thrive.
To create a brand, you need to focus on your core brand values. What
do you do that adds value to your products or services? What attributes
does your business have that sets it apart? Do you promise to deal with
all queries quickly? Do you always deliver your services on time and to
budget? Are you an asset to your clients' teams?
Your brand encompasses all elements of your business: customer
services, sales promotions, public relations, direct mail, discounts,
events, sponsorship and word of mouth all need to present a unified
message about your company and its products or services.
Once you have established your brand values, your brand will follow.
As a result, all of your marketing will come from your core vision.
You'll find it easier to sell yourself because you'll have a uniform
message and values you're not prepared to let slip.
If your brand is
clear, distinctive, and easily understood, and expresses a unique,
compelling benefit that people believe in, it will bring you all the
business you can handle. |
| A brand identity should be established paying attention to the following points:
Market RelevanceA brand must be meaningful to your target market and should reflect the experience of doing business with you.
Brand Consistency
Your clients will expect to your brand to deliver the same
experience every time they encounter it. They experience your values
through your brand, so consistency results in customers becoming truly
loyal to your brand.
Build Relationships
A brand is not a logo or advertising campaign but is reliant on the
strength of the relationship between a business and its customers. The
stronger the relationship, the greater the likelihood your customers
will return or recommend you to someone else.
LoyaltyThe test of a brand is in the level of
loyalty it generates. A strong relationship with your clients means you
have a strong brand and a strong business.
Reputation
Establishing a good reputation is the only way to be successful in
business. Your reputation is your greatest marketeer as it communicates
the manner in which you do business. Your brand can help you to
consolidate your reputation.
A good brand looks to the future. To develop a brand that will stand
the test of time, look beyond what you do now and be prepared to be
flexible. Think of Coca-Cola, Virgin or Jaguar. No matter what their
current advertising campaign or how they are selling, their core values
have remained constant so customer trust has been maintained.
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