Perception is Reality:
Why branding is important to your organization.
Unlike Pete, you have undoubtedly heard the term branding bantered around. The question you likely have asked yourself is, "Does this apply to us?". Well, the short answer is yes.
Let's start with our definition of Brand:
"A collection of perceptions (good or bad) in the mind of the consumer about a product, service or organization."
The answer to your question lies in the definition. You see, the truth is everyone has a brand whether they realize it or not. That's because brands are NOT tangible things you create or ignore – they are "real" perceptions people have about you, your product, service or organization... and you can't control what people think about you. However, what you can do is make every effort to ensure your customers or clients receive the best experience possible – leading them to a "good or great" perception. An effective brand:
- Helps position you top-of-mind with consumers
- Ensures your visual image and messaging is consistent
- Optimizes customer experience
- Elevates employee pride and commitment
- Differentiates you from your competitors
It is said that first perceptions are lasting ones. If you are in a competitive marketplace (who isn't), developing and proactively managing a strong brand is critical. Ask yourself these questions:
- Are we capitalizing on what differentiates us from our competitors?
- Does our website provide a positive customer experience, reflect our values and differentiation?
- Does our visual identity (logo, signage, vehicles, uniforms, etc.) properly reflect how we want customers to view us?
- Are our customers always made to feel appreciated (reception by phone/in person)?
If the answer is no, then you are unknowingly contributing to a lower customer perception then you deserve – your competitors may be capitalizing on this right now.
STEPS TO AN EFFECTIVE BRAND
Key factors in building an effective brand:
Conduct a Brand Audit – how effective is your current brand inventory?
Develop a Brand Positioning Strategy – know your competitors position and differentiate
Develop a Brand Promise – integrate it into your brand identity, then keep your promise
Engage your employees – they directly or indirectly influence the customer experience
Develop a Brand Identity – your image must appropriately reflect your brand position
Align marketing efforts – consistent image and messaging is crucial to your brand
Create Brand Identity Assets – build a toolbox of proper logo formats, colour system, fonts, professional photos
The first step is to realize that you have a brand and it is either working for or against you while you're reading this post. The second step is understanding that brands are not built overnight, but take time and commitment. The last step is to engage a professional to work with you in identifying and establishing your unique brand.
Visit our dedicated website at: rebrandme.ca
We provide effective, strategic solutions for brand development. Our projects start with comprehensive project consultation to ensure our team will deliver the best solution that's custom fit for your organization.
Rebrandme.ca is a service of PG Creative – Sudbury