Your brand is one of your greatest assets. It’s not just your logo, slogan and design scheme, but your customers’ total experience of your business. Your brand is the soul of your company. Communicating your brand clearly and honestly to your customers will spread confidence and friendliness. It is a badge of trust that will set you apart from competitors and can give you the competitive edge.
Your brand should tell your customers exactly what to expect from you. Deliver on your promises and they will come back again and again. It is like going to a familiar restaurant chain because you know what’s on the menu, what it will taste like and how much it will cost. It’s the same for your customers.
A good brand identity will attract new customers by stressing the differences between you and competitors. This is critical if you are in a highly competitive or fast-moving market where it is difficult to differentiate yourself on product features alone.
Your brand values
Before you can develop your brand identity, you will have to understand:
- What are the core values of your business?
- What your business mission is?
- How you differ from the competition?
There is no point in developing a premium brand if your target market just wants value for money. A brand based on friendly service will not survive long if your staff are unhelpful.
Effective branding will give your business, product or service a personality that suits your customers. Businesses selling the same products can have very different brands.
Using your brand
This is where your business name and logo comes in. The good brand design gives you a consistent image that will help people to recognise you immediately. Trademarking can help ensure that your distinctive brand image is protected against competitors.
You should make sure your brand marketing connects to and emphasise your brand values. This is why luxury goods firms take out full-page ads in glossy magazines, and high-quality professionals make sure their correspondence doesn’t have spelling mistakes.
If you sell a range of products, you’ll need to make sure that they all fit together within a brand strategy. If you’re a luxury goods firm and you decide to produce a cheaper range, it would be wise to develop a separate brand identity so you don’t scare off your established customers.