Strong branding is what will attract loyal customers and build a positive reputation. But the larger the organization, the trickier it becomes. Here are some things to remember:
- Branding is not the same as a brand.
Your brand is the set of visuals that helps customers recognize you. Your branding is your actions and choices which create a customer experience. A brand alone is rather weak in building a reputation. It’s branding that does the continual heavy lifting.
- You’ll never have full control of your branding.
This means you have to stay very clear in what you do have control over—your image, quality, and customer experiences. Random graphics, generic messages, and inconsistent customer service won’t do you any favors when building a specific brand and reputation. Be specific about your choices.
- It will be easy to lose consistency with your branding.
Every website or graphic designer has their own likes and dislikes. But consistency is key to building a brand. Be sure to have some clear branding standards and rules for your messaging and visuals for anyone who is working with them.
- Branding can feel boring.
The consistency of branding might feel stale because you are seeing your brand photos and graphics again and again. Keep in mind this level of frequency will not be the same for your customers. Resist the urge to constantly change your graphics and message.
- You can’t measure branding like you measure sales.
You won’t be able to check a spreadsheet to determine the success of your branding. You have to pay attention to your customers. Are you consistently
So, as mentioned before, branding is simple but not easy. Branding is guided by common-sense strategies. So be mindful, be specific, and stay consistent. Ask the important questions. With clear intention and discipline, your branding will reflect the good reputation you want. If you would like to learn more on the subject of branding, read 10 steps to building a powerful small business brand.
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