Brand performance…are you checking yours?July 9, 2015 11:41 am
When I mention ‘branding’ most people think ‘that’s just my logo’ – no, it’s not just your logo. It’s not just a tagline, it’s not just an advertisement. It is not something that can be bought overnight.
A collective perception of your product/business based on experience. Customers experience your ‘brand’ when they:
- open an email
- read an ad
- visit your website
- use your product
- receive your service
- read your post on LinkedIn
- speak to you or your team on the phone
- …think of every touchpoint…
When your customer has a perception of your product or business it creates a set of expectations that your brand must live up to every time! And from that a strong brand will develop – one experience at a time.
You may remember the media reporting on an incident in 2012 when Grant Hackett was dumped as Ambassador for the Alannah and Madeline Foundation after an alcohol-fuelled meltdown.
In terms of damaging a brand, Grant Hackett did not damage a logo or destroy a tagline, it was the public’s perception of the Alannah and Madeline Foundation and what they stood for that may have been compromised by Grant’s actions.
So how can I strengthen my brand? Here are 7 steps:
- Develop a clear brand strategy - what do you stand for? - what is your passion? - where do you want to be?
- Ensure all of your marketing and branding activities are in line with the strategy that you envisage
- Keep your brand consistent and have integrity - the theme, style, colours, fonts, sizes must match across all mediums (website, brochures, social media, business stationery)
- Be distinct - be unique, different from your competitors and easily identifiable
- Communication - ensure your company ‘tone’ is in tune across all channels - pay attention to tone of voice, style, language and how you sound
- Professional - you need to be seen as ‘credible’ or at least a ‘legitimate’ business - take your business seriously - all of this builds trust and shows you’re not a ‘fly by nighter’
- Keep your promise - deliver what you say you will deliver, by changing the rules during the game you breed a lack of trust
So take some time now to conduct an audit on your own business or contact our studio if you’d like us to conduct a brand audit for you.