Branding is not just a logo and a catchphrase. Branding is what represents you as a business it encapsulates your core values and beliefs, it is the first thing clients see and first impressions count. Put another way – your brand is the sum of your customers’ perceptions, notions and experience. It is the face, personality and the values espoused by your business – and everything in between. The essence of your branding should be sending an implicit message about how much you respect your own business, who you are, what you believe in and how you want your audience to perceive you.
Your brand should allow your audience to see you as a dependable thought leader who addresses their needs or problems with panache, candour and hopefully better than anyone else. Your brand should accomplish the following objectives;
- Deliver a message clearly and succinctly
- Reaffirm your credibility
- Build an emotional connection with your audience
- Generate goodwill and loyalty
- Motivate your potential audience to buy or take the next step
Your brand signifies your intent and everything your business exemplifies should be recognisable through your brand. The promises that your brand makes must be delivered otherwise your audience will recognise the shortfalls and will ensure you and the rest of your audience knows. You need to also pay attention to the experience the consumer receives post transaction too. Such as was the product of the quality that you promised? Did it serve the purpose it was intended for? How was the overall customer service experience? Look at these questions and then answer them honestly. Give yourself a solid chance of creating a loyal customer base by incorporating these into your brand.
How can a brand build trust? As our audience gets to know you better, they will start trusting you more. However, in order to develop that elusive trust factor, you must shout out loud as to why they should trust you. You must relay the underlying message that every single initiative you take is to delight your customers and encourage them to keep coming back to you. Building brand identity is arguably one of the most effective ways of spreading the good news about your business. Equally, it is paramount that your marketing efforts, logo design, social media communication and reputation are congruent with each other to create a resounding impression on your audience.
Emotions and not logic that drives the purchase decision of most buyers. As visceral emotional creatures, humans are fond of ideas, stories, concepts and even products that touch that coveted emotional nerve in them. Also, emotions score heavily over logic when it comes to developing brand loyalty. Branding becomes a means to make an emotional statement every time your customer stumbles across your business or something that reminds them about it. Engaging an audiences subconscious mind and to build an emotional bridge between the story and the brand.
The human side of branding is something that will always remain universally relevant, particularly when all we have is a few milliseconds to emotionally engage with our audiences.
Strong branding can be the difference between success and failure.
Would you like to know more about branding and marketing for your business? Our Marketing Team at Thrive Advice can help. Email us at email@example.com for a free 30-minute consultation.