Some Branding Thoughts
I find myself talking about branding a fair bit. I always have.
But that is because I am fairly insistent on what we mean by branding. Most people are not too bad at understanding some aspects of it. Logo design. Consistent use of all visuals through your website, your letter head, your brochures - and maybe further, including staff uniforms, and office decor.
People continue to nod in agreement when you say it is more than these things too.
Some brands stand out, don't they. Everyone knows them. They stand across the globe as businesses that have done a good job of branding. Each year, various organisations publish lists of the top brands. I do not always agree with the precise choices for inclusion on these lists. But there are seldom huge surprises on there.
These top brands have done the visuals well. The marketing campaigns well. The communication of the brand - they have done that well too.
But wait. That last bit. Communicating the brand. They must have had something to communicate. Something of value. Something precise to say. Something for the customer. Otherwise, it is all hot air, and customers spot hot air very quickly indeed.
And this is the point. Your brand must mean something tanglible, something that plays out in the experience of your business. This needs to happen with consistency, just like the use of your logo needs to be consistent.
Because the customer experience will, ultimately, define what people believe your brand to be.
Click to filter similar articlespaul orangetree branding business customer experience marketing
What is the Best Accounting Software for my Small Business
What Should I Do Next?
The old way of selling
The Things Customers Say. About you.
No Thank You, That is Too Cheap
5 Star is always better than 3. Or is it?
Knowledge is Power. Information can be distracting
Customer Experience. From non Customers
Outdoors is the new indoors. About Business Control
The Dreaded Veil of Invisibility
Your customers are going to take money out of your till
No one Heard You. A Marketing Lament
Your Algorithmic View of life is Limiting
The Total of All the People
Look Mum, no hands. And other pointless stunts.
Only the Packaging
Customers. And Other Customers. A Balancing Act
But That is Not Your Car
That Escalated Quickly
Your Business Plan is Too Big
Is that what you meant?
You Don't Want My Advice
I did not know that
Customer Research - a health warning
That customer satisfaction survey, though.
Customer Experience - The Details
You are not welcome actually
Growing Your Company
Process And Service Prevention
Designing an Accessible Website
The Problem of Being in Charge
How to select a web designer
Integration - it is just right