So, the topic of the week continues to be branding. If you missed our first post, suffice to say that brand-building is one of the most important long-term strategies you can develop. Money invested in building your brand may not directly generate sales, but it's an X-factor that can make the difference between a company that folds in five years, and one that's still going strong decade after decade. This is the power of building brand equity.
Branding covers a lot of ground, as you could probably see from our introductory article. Today, we're going to focus on the five aspects of the subject which we'd say are the most important from the standpoint of turning your company into a brand which people know and count on.
Building a Better Brand in Five Easy Steps (That Take Years to Accomplish)
OK, well, no one would ever say brand-building is easy, but it boils down to some simple concepts. If you can keep these at the heart of your enterprise as you continue to grow and expand, you'll keep your established customer base while still attracting more dedicated fans.
Remember, these are all long-term goals. You cannot accomplish any of these overnight.
• Clarity: Your branding should clearly show WHO you are and WHAT you stand for to the world. Someone should be able to look at your logo and have a good idea what sort of service you provide. Your blog should match your stated corporate attitude and outlook. Ideally, someone who spends an hour reading your website or looking at your promotional materials should be able to say not just what you sell, but your philosophies behind your strategies.
• Consistency: Your branding should be consistent across all your ventures. Use the same color scheme, whether it's your uniforms, your web site, or your custom Facebook page. If in doubt, just look to Apple. Their ability to have a consistent corporate image in every aspect of their public appearance is among the best in the world.
• Relatability: People today fear the stereotypical cold, distant multinational mega-corporation. Part of the reason that your ideas and philosophies need to be part of your brand is that consumers no longer simply want stuff. They want stuff that they believe has been produced according to their own values, and without moral baggage accompanying it. You need to be sympathetic and relatable.
• Reliability: Customer experience is a huge part of your brand-building. You have to walk the walk, not just talk the talk. If you forget everything else I say here, just remember that a company that truly keeps its' customers needs at the forefront of their decisions is likely going to succeed at building its brand. Whatever you stand for, be that.
• Personality: Some companies openly display more personality than others, but generally, a company that appears to have its own distinct personality is the one that stands out. This could be as literal as Apple's old "I'm a Mac" ads, openly personifying their products, to something more subtle like Virgin Air's reputation for being the "fun" airline which wants to make flying more entertaining. Let positive aspects of your corporate psychology leak into your public persona. It enhances everything else on this list.
While we'd like to tell you there's a quick and easy way to build your brand, honestly, there isn't. If you keep your branding and your public image in your mind in your dealings, your reputation will grow along with your company.
Or, perhaps the poet Alexander Pope said it best:
"Honour and shame from no (external) condition rise; Act well your part, there all the honour lies."
Call DeepSky Marketing to find out how you can create profitable marketing strategies for your company. DeepSky Marketing is a company that provides businesses with profitable marketing systems and verifiable return on investment (ROI). To schedule a brief no-cost consultation call 707 823-3888.
