Build Better Business With Better Branding

Thursday 22 June, 2006

by HopeAD

Branding is the overall intellectual and emotional impression people have when they think of your company.

It helps people remember that your business provides the perfect solution to their problems. Your branding strategy is an essential element of success. It should be reinforced during times when business is booming and when sales are slower.
Branding is a strong and consistent message about the value of your business. It is a combination of everything your company uses to present itself.
Here are a few key elements to analyse and enhance in your branding strategy:

1. Professionally-designed materials:
   
   Your marketing materials (logo, stationery, ads, and the like) should tell customers your company is strong, confident, and credible. Be sure to reinforce your company's image and positioning over and over and over.
2. Consistent advertising:
   
   Develop a tagline to succinctly describe your company - and use it! Develop a campaign that can provide different messages, but is recognizable as your brand.
   
3. Excellent customer service - always!:
   
   Make sure your entire staff positively represents your business image to reinforce the emotional component of branding.
4. Outstanding website:
   
   Make it easy for viewers to navigate and understand. Let visitors know what your company does and why they should care. Provide compelling, succinct, and interesting content.
5. Differentiate:
   
   Make sure your customers and potential customers understand why you are different from the competition. You want to establish a superior benefit with your target audience that encourages long-term loyalty.

Remember, branding is not about what you think about your company and products; it's about what customers think. People will have a perception about your business. The question is: Are you managing the message?

Action item

Take a good look at your company's marketing message. Make sure your branding strategy (marketing materials, advertising, sales, customer service, logo, etc.) reinforces a strong, credible, and consistent image.

Source:ceoonline.com