Most business owners are too busy running day-to-day operations to worry about building a brand, but your brand is more important than ever. A strong, consistent brand identity can be a key deciding factor in building a loyal customer and one that only uses your business once.
How can you attract and grow a loyal customer base? Let’s start by building a brand they remember.
What is branding?
According to the American MarketingAssociation, a brand is a name, term, design, symbol, or any other feature that identifies one company’s good or service from another. It is essentially all the elements that impact how your business is perceived by its customers.
Think of your brand as the message you put into the world that tells potential customers who you are. On the surface, it includes a company logo, taglines, and colors. Going deeper, branding should be integrated in all things representing a business, from the website and social media pages to signage, space design, messaging and customer experience.
Why does branding matter?
Remember, branding is about customer perception. When branding is done well and consistently, it builds a greater understanding from customers, a stronger connection and, ultimately, brand trust. When you have a clear, identifiable brand it also makes your company memorable, making your product or service top-of-mind.
Consider popular brands like Coca-Cola, Target, and McDonald’s. What comes to mind when you think of these companies?
- Coca-Cola’s bright red cans with its script logo is one of the most internationally recognized marks
- Target’s red bullseye represents the company that consumers have come to know as the retailer carrying trendy home furnishings and clothing, along with most everything else you need, at affordable prices
- McDonald’s golden arches are an iconic symbol that doubles as signage for the long-standing fast-food chain
But, consumers don’t just recognize these brands, they trust them. Why? Brand consistency. All these companies take great care and thought in presenting their products and services in line with their brand. From signage and packaging to product offerings, everything they do integrates the brand image and messaging into the consumer experience. As a result, consumers know exactly what to expect, whether they are popping open a can of Coca Cola, dining on a Big Mac or shopping the aisles of Target for a new laundry basket. This kind of consistency keeps customers coming back for more.
Research shows, most people will pay more for a brand name than a generic. While there may not be a big difference between the two products, a known brand communicates an innate promise to customers that convey quality and reliability.
Consistency is key
As we mentioned earlier, consistency is a key factor. 60% of millennials expect consistent experiences when dealing with brands online, in-store, or by phone. Humans by nature crave consistency.
Whether your business is just starting out or you’ve been operating for years, it is never too late to take stalk of your brand image and messaging. Think about how you are presenting your company and its products or services to your target market.
Not sure where to begin. Here are a few tips to help ensure brand consistency:
- If you haven’t already, create brand guidelines to ensure your logo, brand colors, fonts and messaging are being applied and presented consistently throughout the organization.
- Check that you are sharing your brand image and message across all platforms and mediums speaking to the public – website, social media profiles, marketing collateral, ads, customer interface, etc.
- Educate employees on your company mission and brand and outline expectations for best practices
Remember, branding conveys who you are and influences how the public perceives your business. If you are in need of a new brand strategy or help to formulate a consistent brand message, you’ve come to the right place. Let’s chat!