You know that feeling when you head straight to a particular coffee shop because you feel so at home? Or you need to order printer cartridges so you go to the same online store every time because it’s easy? Well that’s a result of branding.
Branding is not just the physical
When we talk about branding the first thing that usually springs to mind is a logo, packaging or the company colours – in other words, the visual assets of your brand. And while it’s certainly important to get them right they’re only one part of your brand – the “physical” part. But your brand is more than just a physical product or service with a logo – your brand evokes emotion in your customers.
“What??” you’re thinking. How can my plumbing supplies company possibly evoke emotion in anyone?
Well, do you bend over backwards to get your customer what they need? Do you let them change products easily or give refunds no questions asked? Then you are evoking the emotion of trust in your clients – you are simplifying what could potentially be a problematic experience and ensuring that your customers keep coming back to you every time they need plumbing supplies. You may not realise it but you have unconsciously created a brand – a trustworthy plumbing supply company.
So what is the definition of a brand?
To quote Marty Neumeier “Your brand isn’t what you say it is. It’s what they say it is.” In other words your brand is an intangible feeling or emotion that your customers have about you.
“So how can I do anything about that?” I hear you ask.
Here’s where branding strategy comes in
Think of some of your favourite brands. And if you’re the kind of person that doesn’t like “brands” then think about where you go to do your shopping, the products you automatically pick up from the shelf, the shops you gravitate towards when you need new clothes, electrical supplies…What comes to mind when you think of them? Are they friendly, trustworthy, exclusive, funny, happy, easy to use? Chances are you can think of a positive emotion when you think of them, and even if you can’t quite put your finger on what it is, you still like and trust them for some reason. That feeling you have didn’t happen by accident – that is a result of the company’s branding strategy.
You might not be able to control exactly what your customers are saying about you but you can try and direct the conversation – this is where your branding strategy comes in. By developing a strategy where you clearly establish the essence of your brand, the emotions you want your clients to feel and the experiences they have at every contact with your company you will have clarity and consistency.
But why should I really be bothered about branding?
Well we’ve just said you need to develop a branding strategy to have clarity and consistency everywhere your company appears or has contact with clients. This consistency means your audience knows what to expect from you and starts to build an emotional connection with you. It is this emotional connection that will keep your customers coming back for more. We all know it’s a lot easier and more cost effective to keep the same customers than continually go out searching for new customers. And the best part – these loyal, emotionally attached customers will send you new customers themselves through personal recommendations and positive reviews. So to answer our own question, you should be bothered about branding because quite simply and most importantly, it affects the profitability of your company.
At Frejz we excel in helping you and your team really get to the core of what your brand is all about. If you’d like to discuss working together on your brand strategy then contact us here or fill in our Diagnostic form and we’ll get back to you with our initial findings.
Recent Comments