How would you describe your company’s brand? Some people mistake branding for logo design. However, it is far more than that; your company’s brand encompasses people’s overall perception of who you are, what you do and why you do it. Increasingly discerning consumers are demanding to know more about a business’s ethos and adherence to ethical and sustainable business practices, as they want to align themselves with firms that mirror their personal values. Your brand and what it stands for need to infiltrate every aspect of your organization. There has never been a better time to re-evaluate your brand image and consider a refresh. Here are five tips to help you build a strong brand:
Talk to the Professionals
This is a complex topic, so if you aren’t sure where to start, it is worth investing in the services of a brand design agency to assist you. They will work closely with you to understand what it is that makes you tick and differentiates you from your competitors. They’ll then build a strategic design solution which clearly communicates your story to your target market. Whether you want help to reassess your brand identity, or update your website, consulting a professional will help you to put your best foot forward.
There has been a great deal of media attention to big brand fails recently, where companies have rolled out ad campaigns that have backfired big time. Many of these errors stem from brands attempting to align themselves to newsworthy social issues that have no relevance to who they are and what they do. The critical lesson here is that savvy consumers will see straight through any inauthentic attempt to drive publicity. The key to creating a strong brand is to be transparent, honest and authentic.
Permeate the Brand Throughout the Company
It is common for rebranding projects to be seen as marketing initiatives with little impact on the rest of the company. This is not the case. Once you have identified the true brand identity that reflects your company’s core values, it should be reflected in every aspect of your company. This includes everything from the way people answer the phone, to the type of people that you recruit for new roles. Make sure you communicate to all levels and departments within the business how they can integrate the brand message into their day-to-day working life.
Focus on Delivering Value to Your Customers
All businesses want happy customers. Word-of-mouth is still the most powerful tool to promote your business, even more so in the age of social media and online reviews. People who are impressed by your products and services can now spread the word to a worldwide audience, rather than just the friends and families that they chat with each week. A company that focuses on continual improvement, effective and timely communication to address any customer issues that arise will be rewarded by customer endorsements that pack more punch than any advertising campaign possibly could.
Boost Employee Engagement
An engaged employee is happier, more productive, more passionate about their work and loyal to their company. By cultivating employee engagement, you create a team of advocates for your business. This will translate into positive interaction with customers and assist in creating an impeccable brand image for your organization.
So how does your brand stack up? Maybe it is time to reassess the way that you present yourself to the world?