To build a compelling brand, your business should have a firm corporate identity. Your business’ identity is best expressed as a value set that’s expressed across a variety of media, from your ad campaigns to your workers’ uniforms. Your goal should be to earn and keep customer loyalty, while working through crises and expanding your corporate reach. In this article, you’ll learn why business branding is so important and essential for success.
Why Should I Brand my Business?
Branding is the building of solid relationships between businesses and customers, who come to expect certain things from companies. Your brand’s perception may be related to the quality of your goods and services, or how well it plays on various associations. A clever slogan or a well-designed logo encourages brand recognition, but customers really don’t understand a brand until the business shapes an indelible corporate identity.
Building a corporate identity is a vital way to connect your product’s values with your marketing efforts. It can also help you associate your business with a certain segment of the market. Connections are made through advertising that portrays the target market in a certain way, or through sponsorship of public events. The more positive associations a brand has, the easier it is for you to maintain a good perception of your business.
How the Branding Process Works
An easy example of the implementation of the branding process is the employee uniform. A quality uniform can create positive associations for your brand, whether it’s because of the design or an association with excellent service. If your business uses worker uniforms as a branding tool, you can capitalize on your customers’ perception and expectation of professionalism.
Another big part of building a corporate identity is how you manage the relationship between your brand and your customers. Surveys, questionnaires, feedback and customer loyalty cards are all very effective tools, as are spending demographics. You’ll get an idea of who is buying your product, and how those customers perceive your brand. Effective brand management means being able to deal with a crisis and repair the subsequent damage to your company’s reputation.
With the prevalence of social media sites like Twitter and Facebook, it’s more important than ever for your corporate identity’s perception to be easily controllable. The most effective businesses use their online identities to build their brands’ reputations, while finding innovative ways to use social media to build customer relationships. The new media allows customers to voice their concerns and complaints quickly, and because of that immediacy, sustaining your corporate identity can be difficult.
To be successful on the open market and keep a good public perception of your company, you will need to establish a strong corporate identity. Most companies do so with branding tools like trademarks, colors, and logos, and reinforce those tools with ethics and practices that work within that identity while leaving room for growth. If your company has a poorly shaped identity, you will have a hard time setting your business apart from the competition.
Written by Crispin Jones who is an experienced manager and enjoys sharing his experience with other managers. This post is written for Name Badges International