Your brand is the total customer experience. Many business owners think branding is only your logo, but it also includes the interaction with clients, your customer service levels, and how you respond to needs. Now ask yourself, what do I want my brand to do for my company? Clearly define your target market and what your brand would mean to them. Tell them why your company is right for their needs. You want them to think of you first when they need your type of service or skill.
Whatever your reason for re-branding, typically it is to communicate a new message for the company or something has evolved with the company or product. Review your company’s strategic goals. Have they changed? When considering re-branding, make sure it will support the company’s goals. Be able to deliver a powerful message and shape the customer’s perception with your new brand.
A strong brand is consistent and will spread by word of mouth with advertising providing the reach and repetition. Customers should be able to quickly identify with your brand when they see your logo, read words, or possibly hear sounds. For example, Southwest Airlines has used the sound “bing” in many commercials to associate with its brand. Brands have a strong image. Customers should know what your product stands for through your words, symbols, messages, or concepts. My brand, The Marketing Lady, stands for experience, expertise, and quality service. When you view my website, marketing collateral or work with me, I try to uphold what my brand stands for.
Be able to deliver an experience better than anyone else in your marketplace. You do this by starting with your employees. Front-line employees have the most interactive with customers. Employees must believe in the brand and convey the same message and experience to customers.
Tarsha Polk, is a marketing leverage coach that helps solopreneurs, speakers, and entrepreneurs maximize their power, influence and authority using the power of marketing.
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