Building a strong company brand in today’s connected world isn’t easy. It often feels as though everyone is watching your every move, from current and potential customers to employees to the news media. Failure to deliver a strong brand could make your company fall off the map, or worse, have a negative spotlight shown on it, making it difficult to restore your reputation.
Whether you’re working on building up a new company or hoping to rebrand yourself, here are the essentials you must incorporate.
Have a Praiseworthy Purpose
Let’s face it – every company’s goal is to make money, but this isn’t enough for your customers. You must set yourself apart by defining an underlying purpose.
Think about how gratifying it is to change people’s lives with your products or services. Whether you fix electronics to prevent waste, sell art to brighten people’s homes, or provide medical services to save lives, that is your purpose. For more inspiration, visit the websites of brands you admire and check out how they frame their mission statements.
Every time you interact with customers, make sure the experience is consistent. From your color scheme to the tone you use on social media, the goal is to always deliver a cohesive message. This leads to brand recognition, which fuels customer loyalty.
You might be thinking, “Wait – how do I stay consistent while also remaining flexible?” When it comes to strong company branding, the two go hand-in-hand.
Consistency gives your business a stable platform to stand on. It ensures your brand is instantly recognizable. On the other hand, flexibility allows you to make slight adjustments to keep things fresh and different from the competition. If your old tactics aren’t working anymore, having flexibility can help you expand your customer base.
Evoke a Sense of Community
Customers don’t always make rational purchasing decisions. Sometimes, they choose the stores they shop at and the brands they buy to feel like part of a community. If you can make your customers feel as though they’re members of a tight-knit group, they are more likely to choose your brand over a competitor’s.
Ensure a Positive Employee and Customer Experience
Excellent customer service and fair treatment of employees are fundamental to your brand’s image. After all, posting a negative review on Yelp is just a few clicks away.
However, ensuring a positive experience is about more than just treating people well – it’s about stimulating the senses when customers interact with your brand. From the cleanliness of your store to the videos that play on your website to the reward program on your mobile app, these characteristics of your brand all have an impact. Make sure they attract rather than deter customers.
Are you looking for quality brand development or ongoing brand management in the Houston area? John Manlove Marketing & Communications can help you present a strong company brand to the world! Learn more about our services by calling us at 281-487-6767 today.