Your business is ticking along nicely, but if you’re finding that your customer base is dwindling, and your client list isn’t growing as you’d expected it to, then you need to consider looking at your branding strategy and how you are managing it. Obviously, you already have a memorable logo and you have a good marketing strategy working for you, but good branding is about more than just the logo that you have on the door. It’s everything to your business, as it increases the value of your company and gives your staff a direction to follow. The brand that you create is going to represent the way that people view your business; the better the brand, the better your customer base. The brand encompasses the customer service, advertising, logo and reputation of your company and it’s going to be what everyone sees. A company that offers exciting products and a steady service is a positive, but if they have a brand that just doesn’t work, they will not have the customers flocking toward them.
A strong brand is a must if you want your business to thrive the right way. Understanding the image that you show to other people is going to be the way that you propel your business forward. You can expose your business online, in print, with signage made with the best CO2 laser cutters and with banners. There are many ways that you can show the customer who you are, but unless you are maximising your branding you’re not going to be able to grow smoothly. It’s important to know how a brand will impact your business, and here are six ways that it will have an effect below:
Your logo is going to be one of the most important components of your brand. You want to have instant recognition for your small company in the same way the major company logos can have for the larger brands. Think about the way the big company logos are remembered by everyone and try to imitate this execution. Logo design is quite critical because it’s going to be on every piece of advertising that your company shows to the world. Your letterheads, emails, office décor and social media are going to have your logo splashed across them, so make it memorable.
When you have a brand that has a professional appearance, you are going to build trust with your customer base. The way that you present yourself to people is important, as the way people view you will influence their purchasing decisions. A polished company with a professional look will be far more successful than the alternative.
A successful brand campaign can help you to generate new customers and make your business more profitable. Word of mouth referrals can only work if your brand has an impact, which means you need to create memorable experiences for your customers to remember who you are and what your company stands for. The better your brand image, the stronger your brand impact will have.
Advertising will help to build your brand up, and you need to make your advertising focus just right. If you go too niche, you risk your company being pigeon holed into one market and you lose the ability to expand from where you are. However, on the flip side of this, too broad a focus and you lose the chance to create a good impression. Your advertising campaign has to run smoothly alongside your brand strategy; when these two things work together well, your company can soar.
When people apply for a company, they look into the role and the background of the company first. If your company is a big player in the industry, then you already know what it’s like to receive dozens of applications to roles that you may be advertising each year. Employees need more than their careers to feel good about their position in the company and knowing that they are working for a reputable brand is going to go in your favour when it comes to inspiring your staff. A strong brand gives something for people to get behind and promote; the stronger the brand, the more people will push it for you.
Financial Value. A recognised and ethical company is one that is valued more than the company is worth when it comes to the stock market. The better recognised your brand, the more purchasing power you will have ad the more you will be able to borrow to expand and grow. The more dedicated you are to cement your brand, the more you will be able to have an impact on your own finances. A profitable company is one who is dedicated to their brand and creating awareness of their brand; and financially your company will profit. The bigger the brand, the better the awareness and the more customers you get. Ergo, your company goes up in value!
Whether you are a small company, or you are a large one, your brand will have one thing in common with others in your industry: the stronger it is, the more of a leader you will become in the industry that you are working within. Your entire customer experience should be a consideration when you want to create a strong, infallible brand. The way that you interact on social media, the way your staff handle themselves in public and online, the way that you act on your website – all of this encompasses the brand that your company show to the public. You want your brand recognised wherever you go so that you can build something better than you ever imagined could be possible. To boost your small business, you should make your brand your absolute focus from top to bottom. If you neglect to think about your brand, you’re neglecting your business. Once you make it your priority from day one, you will be a success.