And Things You’re Probably Doing that Damages Your Brand
Is Your Brand Easy to Remember? Branding has become a norm in the current business culture of today. Every business tries to develop a brand for itself so that more and more people are attracted towards it. The level of competition among businesses is at an all-time high and you need to keep up with them to stay in the market. Simply speaking, branding can prove to be the difference between success and failure of your business. Even a small, local business has to engage in some form of branding to attract customers.
How to Make Sure Your Customers Remember Your Brand
Branding is a process by which you create an image or face for your business. The tick mark representing ‘Nike’ is one of the million branding symbols used by businesses around the globe. Effective branding can be the vehicle for your business’s success.
Consistency is important for sustained success. There are many businesses which have been using the same logo for over half a century and are among the most recognizable brands in the world.
Generally, people identify with the brands which they have been seeing for a long time. This has been possible because they have remained consistent in their branding. Over the years, people have become familiar to their brands, even though generations have passed since their inception. Keep your brand consistent and you will be able to carve a niche for yourself.
Being creative with your branding is just as important as being consistent. If you decide to play it safe and keep a simple design, there is a chance it may be considered by your customers.
Thinking out of the box is the way to go nowadays and taking a little risk with your branding may prove to be the best option. Thinking out of the box doesn’t mean that you come up with an idea that alienates your consumer base. The idea for your brand has to be creative, original, interesting and appealing while keeping your customers in mind.
Your business’ branding should be relevant to your target audience. Customers are the lifeblood of every business and you have to make sure that your brand relates to them. There are several criteria you can use when it comes to relevance. Figure out the age group you are targeting.
The branding ideas which appeal to twenty year olds are different than those for senior citizens. Similarly, your brand has to reflect whether it is for males, females or both. If your customers are able to relate with your brand, you will be able to develop long-term relationships.
Consistency, creativity and relevance are the three ingredients for a brand which will make sure that your customers remember it. You have to consider these three factors before you start off with the branding process.
Incorporating them from the start will serve you well and ensure that your customers are familiar with your brand rather than the business name from the start. All in all, these three factors determine whether your brand remains etched in consumers’ minds or not.
5 Things That Could Damage Your Brand
A brand name is a unique design, symbol or a logo that represents a particular company or organization providing the public with its products and services. Branding your products and services has many benefits for your business, including differentiation in a crowded marketplace. You can charge your customers for the credibility you offer and thus alleviate your product costs. This it can provide you with many permanent loyal customers.
Having a good reputation for your brand is not easy. You will have to provide your customers with credible, meaningful, original, durable and superior products and services than your competitors. Building a reputed brand is difficult but maintaining it is harder. It is because even a slight mistake, wrong decision or unethical activity will have a drastic affect on your brand name.
Your brand name is fragile and vulnerable and you always need to protect it for the betterment and prosperity of your business. Below are some mistakes that are not usually considered, but may ruin a brand name easily.
- Business Owner’s Personality – Being a businessman is not easy, as your activities directly affect the image of your business. A businessman should always use P.A.K (Pleasant, attractive and knowledgeable) to maintain and build his/her brand’s image. P.A.K says that a businessman should always maintain a pleasant, attractive and knowledgeable personality while interacting with the people. An uncharismatic personality will not leave a good impression of your business.
- Unethical Sales Practices – Many small business owners use unethical practices to increase their sales, although such practices result in nothing but ruining your credibility. Unethical practices include making false promises and commitments to your customers and badmouthing your competitors. False promises leave a very bad impression on your prospects and will get them irate easily while bad mouthing your competitors will make them feel as if you are not confident about your products and services.
- Employee’s Behavior – The behavior of your employees is one of the biggest factors affecting your brand name, because it is they who interact with your customers directly. If they don’t behave in a polite and clear manner with your customers, they will never return. Therefore, it is essential to train your employees with the necessary communication skills.
- Cheap Website – Nowadays, websites are mostly the medium of first interaction with your prospects. The first impression leaves its mark. A cheap website, where it is hard to explore your products and services without any clear information will simply exasperate your customers.
- Bad or Delayed Response – When a customer needs your services, be it for the first time or for a complaint, if you fail to respond immediately you will make them feel that you don’t care about them. People don’t like to be where they are not valued and their problems are not dealt with easily. This could be bad phone line connections, long lines or simply no one responding to questions on the phone or through e-mails.
Eva is a brand management consultant and has helped many businesses to strengthen their brand image through promotions. She works for Custom Gear and is a regular contributor in marketing online publications.