|
Developing a strong and consistent brand can add value to your business in
much the same way as any other asset would do. It will also help you build trust
with your customers and ultimately generate sales and profit. However, it needn’t
be as difficult as you think!
Here are 10 Top Tips to show that branding is more than just developing a logo.
- Put your customers first - identify who they are and find
out what is important to them. Work out what motivates them to think they need
your product or service. You should then look at matching your products and services
to satisfy these needs.
- Brand identity – This is what you stand for, what you
promise your customers and the associations you create to help your customers
think of you. Then communicate in plain language what makes your company unique
and use every opportunity to reinforce these values as it will help your customers
when making decisions about what they are going to buy – before they buy
it.
- Positioning – think about how you want to be thought
of against your competitors? High quality or cheaper prices? This will need to
be reflected in your marketing. Think about the message, copy and images and materials
you use as they will all say something about your brand to your target audience.
If you want to convey quality then demonstrate this in things such as paper, photographs
and graphics – all these will ensure that your communications have maximum
impact.
- Keep it simple – When thinking about names and straplines,
avoid acronyms. Come up with short and memorable words and phrases. Where possible
include the name and strapline in every piece of communication and even in basic
functions such as telephone answering or email signatures.
- Involve all staff – they are your greatest ambassadors
or your worst saboteurs! Keeping them in the loop, encouraging them to get involved
and to make suggestions can only strengthen the perception of the brand in your
customer’s eyes if all staff offer a united and consistent front. Ensure
there is consistency of service at every touch point so that your customers have
confidence in you.
- Develop a brand plan – working out some positive actions
in the short, medium and long term will ensure you protect your asset and reap
the rewards. Don’t passively accept outside influences that harm your brand.
Management should be a daily and ongoing activity.
- Consistency – develop simple guidelines so that everyone
(inside and outside your company) can apply the brand in the same way. Consistency
is king. Then repeat, repeat and repeat again. Doing this will ensure that customers
and potential customers will develop a familiarity with your brand.
- Different media – ensure that through the brand guidelines
your identity can work across different media such as newspapers, radio, print,
website and email marketing. Ensure things like size and colour of your logo are
managed vigorously as it only takes a second to undo all your good work.
- Review – carry our regular checks to ensure your brand
is being applied consistently. Offer training to deal with any problems as they
arise. Nip the issues in the bud to avoid long term damage.
- Involve the professionals - DIY brands do not look good and
are costly to sort out at a later date. Avoid penny pinching in the early stages
to save you time and money in the long run!
About the author
Steve Bishop MCIM DipM CHARTERED MARKETER
Nutshell Creative Marketing
07833 100 979
|
