Seth Godwin defines a brand as “the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Branding is the totality of how people feel about your business. It is the process of creating a positive perception of your product or service in the minds of potential and current customers. This process ranges from your logo design, content, graphics, mission statement, advertising, and the overall activities that make up your business. Branding distinguishes you or your company from every other person, including your competitors. It is the key to business growth and what makes most of the big companies, such as Amazon, Apple, Microsoft, Coca-cola, and Samsung, stand out.
However, despite the great influence of branding on a business, many businesses limit the building of their brand to having an impressive logo and graphics. While this is not a bad thing to do, your business brand goes beyond visual appeal. Good branding is strategic and consistent. Below are some of the factors to consider when building your brand.
1. Value Proposition
Have you ever considered how, even though there are many companies in the coffee business, Starbucks leads? Clearly, this goes beyond the coffee. It encompasses the feeling of comfort and community around Starbucks. The same way people flood around Starbucks for their coffee, they do the same for Tony Robbins and other leading companies in familiar businesses. This goes to show that people will patronize a business that sells value, trust, and comfort more than they will patronize one that creates an uncomfortable impression.
When you discover the value proposition of your company and strategically make this the focus of your branding, growth is inevitable.
2. Customer treatment
They say experience is a good teacher. People never forget how a business treats them during their patronage. Bad customer experience leaves an imprint in the customer’s memory and should they meet someone interested in your product or services, they share their experience.
A happy customer is likely to become a loyal customer who will promote your business through word-of-mouth marketing. If you want to improve your branding, you should consider how you treat your customers.
Personality is the attitude and opinion your business stands for. If your personality exudes concern, empathy, honesty, and trust, be sure that customers will patronize you.
Creating a good brand for your company goes beyond the outside. A well-developed brand leaves an emotional cue for your customers that makes them favor you over your competitors. Let your business be everything good your target audience expects. This goes a long way in strengthening your brand image.
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