When you have a business, no matter the size, you should always be aiming to garner loyalty and trust from your clients and customers. When they see your website, your flyers, social media, and products, they should all be cohesive. Everything you create says something about you and your company if you aren’t consistent, then it might be time you implement a brand asset management system – so from top to bottom, everything is perfectly in line.
But before you implement these measures to keep your message on point, you need to understand why your branding matters.
Everything that you produce will be of a high standard if you make sure that it is all cohesive in its message, tone, and design you will be supporting your efforts in other areas of your business. These will be the indicators of your brand personality and what people can expect. When everything looks cohesive, you are giving the best impression. Strong branding concepts can be used across all of your marketing and advertisements. As well as your social media, in-house, and all packaging.
If you want repeat customers and clients, you are going to have to build loyalty. Loyalty comes with great services, excellent products, and branding that can be recognized as a sign of those things. Even when someone makes a single purchase from you, this does not mean they will be back. If you create the best experience, people will feel like your brand, and they have things in common. If you nail your branding makes people feel like they belong, they will want to share it. When they are sharing, they are creating potent UGC on your behalf. UGC, in most cases, will entice other people to check out brand out and ‘be part of it.’ Your biggest advocates will be clients and customers who have had a great experience with you.
A brand is a set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
Luxury brands will always have a strict and cohesive brand. Consider some of the big brands like Apple, Starbucks, and Beats. They are more valuable, and people pay more because they believe the brand is worth it. Of course, they go above and beyond in most cases with their customer service and keeping an open feedback loop, but it is their consistency that matters. They stand out from other companies who do the same thing, and the proof can be seen when a new iPhone drops or a seasonal drink is released, and both the internet and the high-street are filled with people who made the purchase.
If the people on your team believe in your message, and in fact, are part of that message – you’ll have people who always care about the brand. They will always want the brand to be seen in a positive light and will do the utmost to ensure that it happens. So if they deal with emails, you can rest assured their attitude combined with the branding will go a long way with customers. As well as positive online messages, you’ll get real-world ones too. Which are incredibly powerful. Word of mouth recommendations accounts for a large number of new buyers. Internal culture is a big thing in your branding and company.
Your branding will be the first thing people see from your company. In that snapshot, you need to get across – who you are, what you do, how you do it, how what you do is better, and why a customer needs to choose you. It is the combination of all of the elements – your copy, logo, marketing messages, advertising, staff, and of course, you. You should have values and a purpose that people can get on board with. Authenticity is your friend here. If you build a brand based on a half-truth or your website and social media don’t quite match up – you’ll see that reflected in your bottom line.
The great thing about branding is that you can also have an overhaul. It might be time-consuming and expensive, but it is possible. If you know that your branding isn’t working, then you can reach out to previous clients and customers and ask them what does and doesn’t work for them. Using their feedback, you can keep what works, change what doesn’t, and bring it together into an identity that makes an impact.