Is your brand effective? Some points to consider…

The meaning of a brand, over recent years has shifted, and has come to mean the complete experience that people, whether they are customers, suppliers, or staff get when they interact with your company.  So it includes your logo, but also includes your products, your office, the way you and your staff speak to clients, in fact, probably hundreds of nuances either consciously decided upon by you, the business owner, or unconsciously created as the business has developed. So despite the fact you are no doubt hugely busy I’m reminding you to keep an eye on the detail. Here’s how…

 

You’ve probably experienced the same disappointment I have when a brand doesn’t live up to its promise, when you’ve paid for a ‘treat’ in a nice restaurant and the food’s great but the service is rubbish, or my personal pet hate; the chairs make a horrible scraping sound on the floor when you move them (this is perhaps only me!).  Worse still is when you can see through a cynically designed brand, that’s more about marketing than passion, like when I visited a cafe who was clearly trying to tap into the ‘green pound’  with a rustic, natural, ‘eco’ look and feel, whose staff openly cleaned the tables with nastly chemicals. Depth and authenticity is essential in building an effective brand. 

 

So here’s my recommendation; think about the core reason your business exists, your passion, what your business is really ‘about’ when everything else is stripped away.  Once you’ve got that clearly in your mind, check each and every ‘touch-point’ that customers, potential customers, suppliers and staff have with your business and with each point in turn consider – ‘Does this touch-point reinforce and emphasise the core of my business?’ If it doesn’t, how does it need to change?

 

If you would like feedback on the effectiveness of your brand, or how your website, logo, print materials and more could work harder to reinforce your brand, get in touch to book a free consultation.

 

Consultations are available face-to-face in Chester, or via Skype, telephone or of course email if you are based further afield. We are happy to provide feedback free of charge.