Tuesday, 9 May 2017
Build Your Business with Superior Branding
A memorable and trustworthy brand reinforces customer loyalty. It helps them remember your business provides the perfect solution to their problems. To succeed in branding you must understand your customers’ needs and issues.
Brand building is an ongoing business strategy. It has an easy-to-measure cost in time, money, and effort. Its value is harder to establish. It involves measuring emotional associations that may not immediately translate into revenue.
Branding is an essential element of success. Reinforce it during times when business is booming and when sales are slower. Customers need to maintain a positive association with your company and its services.
You control the messages you send out through marketing. Branding is a combination of everything your company uses to present itself. Here are a few key elements to analyze and enhance in your branding strategy:
1. Professionally designed marketing materials. This includes logo, stationery, ads, and the like. These tell customers your company is strong, confident, and credible. Your marketing materials should reinforce your company's image and positioning.
2. Consistency in advertising. Develop a tagline to describe your company - and use it! Develop a campaign that can provide different messages. Be sure to keep it recognizable as your brand.
3. Excellent customer service - always! Make sure your entire staff positively represents your business image.
4. A strong and professional website. It must be easy for viewers to navigate and understand. It should let visitors know what your company does and why they should care. Provide compelling, easy-to-understand, and interesting content. Make it easy for visitors to make purchases.
5. Differentiate your brand. Make sure your customers understand what sets you apart from the competition. Establish a superior benefit with your target audience that encourages long-term loyalty.
Branding is not what you say about your company and products. It is about your customers' perception of your company and products. To strengthen your brand, make sure you can answer the following questions. What do you do that is different from anyone else? Why do you matter to your customers? If you can't answer these questions, you don't have an effective brand.
Take a good look at your company and product/service strengths. Determine your primary strengths and benefits. Then make sure your branding strategy reinforces this.