Your brand identity should be at the heart of everything you do in your business. If you don’t have a brand strategy (the definition of what you are, how you want customers to perceive your business, and how you’re going to achieve this perception) you need to take the time to sit down and get this on paper today. This strategy can help keep you on track and guide you through crucial decisions as your business grows. Here are five important things to keep in mind when crafting your new document:
- An identity is much more than a logo. A beautifully designed logo is just a component of your identity. It’s a very important component because it is the visual representation of your company, but it’s still just a component. Spend the time and money to have a professional build you a proper logo and collateral system, but don’t think you’re done once you have your logo. Your work on building your brand is just getting started at this point.
- Take advantage of the things you can control. Your office environment, your store environment, advertising, communications, website, blog, and employees all play a huge part in the perception of your brand. All of these factors combine to establish the experience customers have with your brand. Take advantage of your website, blog, advertising and communications where you are in complete control of the message and experience. When building these, keep in mind that if you engage professionals, you’ll get a professional product…if you engage amateurs, you’ll get an amateur product. These are all an opportunity to get you started down the right path with your customer. But, a good start does not ensure a strong finish…that brings us to our next point.
- Your employees are the most visible and frequent interaction customers have with your brand. Because of this they are the most important ones to express your brand identity. Don’t think of your employees as people who operate the cash register, clean the store or answer customer questions. Think of your employees as the one opportunity you’re going to have to express your brand to each and every customer who enters your environment. Build your employees an environment (whether it’s a corporate office or retail Point of Sale) that expresses everything about the brand and also helps them enjoy the trip to work each day. Cultivate an environment built around your brand strategy. Great brands have employees that are walking talking expressions of the brand. Think Apple where all of their employees are die hard Apple users who wouldn’t dare pick up a Windows machine. Think Urban Outfitters where you can’t tell an employee from a customer. Many of these employees don’t even realize they’re expressions of the brand for which they work, but the companies have done a great job of building an environment that cultivates the spread of their identity through their employees.
- Measure your success. Take the time and put forward the effort to get real world feedback from customers, employees and vendors. Value the feedback you receive, and see it as an opportunity to improve even if it is negative. Don’t just go with your gut and assume you understand their perception of your company. How do you know you’re winning if you don’t keep score? Also, keep in mind that great brands aren’t built overnight, so continue measuring year after year. Even rapid success companies like Google have taken years to build.
- Perception Is Reality! You can tell people what you are until you’re blue in the face. However, your identity is what customers perceive you to be, and other people will tell you what your brand is to them.
Bottom line…Put yourself in the best possible position for success. Hire professionals and take advantage of the things you can control. With some planning, effort, time and measurement, you will have improved your chances of successfully building and maintaining a healthy brand.
Did you enjoy this article? Please subscribe to YOUR LINK to receive all the FREE updates!
{ 2 trackbacks }
Comments on this entry are closed.