Branding isn’t only about your product package, logo development and advertising. Branding encompasses everything a consumer sees that is associated with your company. Your Web site, your print business cards, your letterhead, TV commercial, store sign, even your employees – everything the customer sees is a reflection of your brand.
I’d like to share some of my top branding tips that will help your business thrive, which is so important in this tough economy.
1. Create and/or maintain a company blog. This is one of the best pieces of advice I can give. Having a Web site is great – it’s a place for consumers to check you out. But a blog lets you have a conversation with your customers. All you need is a Wordpress or Blogger account and a domain name. Actually, you don’t even have to buy a domain name (which runs about $10 per year), you can append your name to the blogger.com or wordpress.com extensions. But, some people believe it looks more professional if you don’t have those extensions, so it’s up to you. Nevertheless, get a blog, and be sure to update it either daily or every other day. Any less than that and you won’t attract readers. You can include posts on what your business has been up to or just about industry events and happenings. Whatever you do, be sure to include topics that readers can weigh in on.
2. Realize that you can’t wholly control your brand. A brand is what people perceive your business to be. It’s your customers’ thoughts and feelings about your company. Now, that’s not to say you can’t influence what people think, but ultimately, you need to know that it’s in consumer’s hands (or minds, really). If you have a nice logo that you use on all your marketing materials (don’t forget letterhead, business cards, envelopes and so on) that will give off the impression that your company is professional, not amateurish or new. That breeds confidence in consumers’ minds about your brand. Hosting charity events, producing eye-catching ads and having great customer service can all contribute to your brand image as well. Just be sure you’re always working on your brand because one person’s opinion can be enough to influence others’ opinions about your brand.
3. You and your people represent your brand just as much, if not more than, your marketing materials. The best brand interactions come from one-on-ones between your customers and your employees. Employees that are helpful and efficient make your brand helpful and efficient.
Proper branding is important to the well-being of your company’s long term success. Branding is basically managing your customers’ thoughts and feelings about your company. Remember, the customer is always right, so anything you can do to help the customer understand the brand you want them to know.
Comments