If you think your brand is simply the logo and slogan you choose for your business, think again. Your brand is the complete customer experience you provide. It is one of your best assets. It encompasses everything from your business values, how you talk to your customers, your promises and even how you answer the phone.
When considering how you want customers to perceive your business, think of your brand as a whole package. If you are selling an organic juice aimed at kids, your logo and packaging will encompass fun and purity. If you your company perceived this way, then keep these ideas running through everything you do. This branding message should be communicated clearly and honestly to consumers, to build confidence in your brand and set you apart from your competitors.
Marketing Consultancy UK advise that the branding of your business should form a key part of your marketing strategy. Objectives of a good brand should include delivering your message clearly, confirm you are trustworthy, motivating the buying and solidifying loyalty.
The benefits of branding
The brands that build up a loyal customer base and keep people coming back are the ones with a strong message which tells people exactly what to expect and sets them apart from the competition. Think about some of the brands you are loyal to and why that is. For example when choosing a restaurant to visit, how many times have you chosen one because you know exactly what to expect, how much it is going to cost, what the menu is like and what to expect from the service?
Really powerful branding not only sets you above the competition but can even make your brand name synonymous with the product you sell or the service you offer. How often do you call your vacuum cleaner a Hoover?
Does a small business brand?
If you’re a small business and not sure whether you need to bother with branding, then think of it this way: Your brand is your reputation. Whether you like it or not, you already have a brand so it seems a waste not to make the most of it. Your brand should convey what is special about your business in a positive light. Although you may already have made a good impression on your existing happy customers, think about how much more successful you would be with winning new customers if you developed your brand.
Branding is all about making consumers feel safe. If you had to choose between a plumber who had nothing more than his name and mobile phone number as his brand and one who had a professional company name, slogan and logo and communicated trust, who would you choose?
Branding is important no matter how big or small your business and it encompasses everything that represents your company. For help creating a clear and targeted brand message as part of your marketing strategy, contact Marketing Consultancy UK.