Your business is what you do every day to earn a living. Your brand is something else, something special. It’s how you communicate with people, it’s what you look like, what you say, how you act and how your customers think and feel about you.
So, here's why you need brilliant branding...
Done right, your brand can be a powerful tool in building and enhancing your reputation. What you say, what you sell and how you deal with customer are all integral to your brand reputation.
If you have a trusted personal reputation (personal brand) then people are more likely to trust the businesses, products or services that are related to you. Trust ultimately creates credibility and this leads to customers.
45% of a brand's image can be attributed to what it says and how it says it.
With more choice than ever available to consumers, purchasing goods, services and products has moved from being a needs driven process to an emotional one. This means that potential customers are taking an active interest in your businesses beliefs.
It is interesting to point out that buying decisions are based on 80% emotion and 20% logic, which shows that your beliefs and the things that you say may have more of an impact than you may have thought.
By creating your brand around the needs, values and wants or your ideal customer, it can act as a launch pad for your products and services.
So, it makes sense that companies that have great branding can generate more sales.
A premium brand that attracts a well-heeled audience gives you the ability to command a premium price point. Likewise, a strong brand that is etched in the minds of your customer will help to keep sales steady when the market is tough.
Your brand values should be at the heart of everything you do; do you know what they are? Do your staff?
Having a defined set of values enables everyone within a business to work within them – from the factory floor to the boardroom.
Create values that you feel are really important to your business and make them known! What makes you tick?
Your brand personality should be intimately tied in with your target customer. To attract the people most likely to buy from you, you need fit into their lifestyle and represent how they see themselves.
Your brand personality can be used as a starting point for your logo, website design and tone of voice, so are your customers sporty or sophisticated? Intelligent or innovative?
It is important to define your personas as early as possible so you can tailor your brand to them. After all, your customer is the most important person.
A customer may buy from a business, but they develop a loyal relationship with a brand. Building a brand with personality, values and core beliefs takes time, but in a crowded marketplace, it’s what helps you to stand out.
If you're interested in giving all your marketing efforts a once over and making sure they're all started from the right place, then make sure you're using the right tools.
Take a look at our free inbound marketing starter pack. Read more about inbound marketing here or get stuck into making the biggest improvement you can to your marketing performance: