Pro Arb advises on targeting your branding at the audience you want to do business with.
Company branding is a touchy subject. This is because a lot of people have a different understanding of what branding is and what it means. There tends to be a lot of focus on the company logo, but branding should be a lot deeper than that.
Your company branding is one of your greatest assets. It’s not just about your logo, slogan and design scheme, it’s also about your clients total experience of your business.
Your brand is:
- Your customer promise
- Your business values
- Your personality and the way you talk to customers
- The way you package your service and answer your phone
Communicating your brand clearly and honestly to your customers will spread confidence and goodwill. Your branding is a badge that will set you apart from competitors and can give you a lasting competitive edge.
Look at the companies that you admire. For me Apple and John Lewis are both great examples of a consistent brand, consistent quality of products and consistent quality of service, whereas on the other hand, EasyJet’s branding reflects a low cost, no frills service.
These companies have all decided on their place in their respective sectors and have built their brands around the position they want to sit within. You need to understand what you can, and what you want to, deliver, and delivering this on a consistent basis is key.
There are many benefits to getting your branding right.
- Your customers know exactly what they can expect from you
- If you deliver on your promises, they will come back to you again and again
- A good brand identity will also attract new clients
- It will help you improve client retention
- It will help you recruit the right staff
- It will potentially eliminate the types of enquiries that you don’t want
You must also be sure that what you tell your customers and potential clients about your business actually matches the service that you deliver. Make sure your branding allows your company to consistently over deliver and leave a positive after taste – repeat business if great.
It’s no use developing a premium brand if your target wants the cheapest quote. Also, a brand based on friendly customer service will not survive if your staff are rude and/or unhelpful.
Understanding your client base is paramount for good branding. It’s worth doing a little business exercise. Check what you believe are the top 3 or 4 attributes of your brand against the top 3 or 4 things you believe that your clients require from your service. Do they match?
Look at where you tend to win the majority of your contracts, again check why, is it price, quality, service or a mixture and how do these relate to your company branding.
It also worth checking that all your team understand your branding, what it means and how it effects their roles within the businesses.
Its amazing how often you here the owner’s talking about their company and their understanding of the brand but the complete lack of understanding from other members of the team. Branding isn’t just your logo – it has to run through all aspect of the business.