Most meetings I’ve been to require me to know more about the client’s company and their branding before I can prescribe the best for them so I normally start by asking if they have already done a brand strategy. Usually, what they’ll mention to me is that they already have a company name, tagline and logo.
If you don’t find anything wrong with that, it’s okay.
It’s easy to understand why it’s mistaken. You see… Years ago, we often relate the term branding to the name, tagline and logo design. However, the term branding now is much more complex than that.
Branding is the most important aspect of any business.
Branding is the perceived value of your company in your customer’s mind.
Branding is not merely just creating a logo image, neither is it about creating a website and getting sales.
Branding is ensuring that the image and website that was created is consistent throughout all channels. The keyword here is consistent.
Therefore, it is important to create a brand strategy that provides the right information and clarity that will be the roadmap not just for you and your company but for your customers as well. The consistency gives customers a sense of familiarity and confidence.
As mentioned in the article “What Is Sales Psychology?“,
Your customer’s perception is the key. How they view you – whether they trust you or view you with suspicion – will make or break your sale. So don’t just try to act trustworthy…actually BE trustworthy. Don’t just try to act as if you care… you really do need to care.
Having a proper brand strategy will address this and more. You can start by asking yourself the right questions such as:-
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- What is your Mission and Vision Statement?
- What do your customers think of you?
- How do you sound like?
- What makes you different?
Give your brand a personality that is so compelling that customers find it hard to resist. Your brand is your promise to your customers.
Hanafi is a marketing director at Neu Entity and specializes in digital marketing.
