What exactly is a brand anyway?
McDonaldâs Golden Arches, âYouâre among friends at Boston Pizzaâ, Nikeâs âSwooshâ logo. These are all examples of brands, right? Well, sort of.
The term âbrandâ is often misunderstood. An effective brand is much more than a logo or a clever catchphrase.
A brand expresses and reinforces a businessâs underlying vision and values. A brand helps define a customer experience. Any customer interaction with a business is a âbrand experienceâ. Your brand is how your customer service agents interact with your customers. Itâs how your employees dress. Itâs whether your receptionist answers the phone with a smile.
A brand defines a company â where itâs going and where itâs been. A strong brand adds depth, uniqueness and value to a business.
A brand is your businessâs promise. Under-promise and over-deliver, and your customers will tell a friend. Over-promise and under-deliver and theyâll tell ten friends.
In other words, a brand is everything.
Whatâs in it for me?
A relevant, engaging brand that clearly defines your businessâs core values will benefit your business in many ways:
- Build desire and understanding
- Create an emotional attachment to your product
- Differentiate your product from the competition
- Project credibility and trust
- Build customer loyalty
How can I begin building a brand?
Building a brand begins by answering some basic questions:
- What type of business am I really in?
- Who is my competition?
- What is my product or service?
- How does my product or service benefit customers?
- Whatâs unique about my product or service?
At the end of the day, developing and maintaining a strong brand requires teamwork and focus. A successful brand can take years to build, and one poor customer experience to destroy. A brand can be your businessâs best friend or its worst enemy.
Take the time to identify and build your brand, encourage your team to nurture your brand, and your business will reap the rewards!
Articles from John Ballemđ»(jballem.com)
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Comments
Preston đ Vander Ven
2 years ago #1
Don't remember where I heard it, but âON or OFF shift, we are always building or tarnishing our brandâ