Many people confuse branding with a logostyle. In our world a brand is one thing: a promise of consistency.
Good branding goes way beyond a logo. It envelops the whole customer experience from your logo, website, and social media experiences right through to the way you answer the phone and the way you behave with your customers.
Many organisations do not recognise the importance of good branding and miss out on the value that it can add to their business.
So, why is it important to be consistent?
IT PROMOTES FAMILIARITY
People like to do business with companies they can trust. They don’t like the threat of change
IT ALLOWS YOU TO OWN A UNIQUE TERRITORY
In a competitive world it’s extremely beneficial if you can own a unique territory simply by nailing down the way in which you behave.
IT MANAGES EXPECTATIONS
When a brand is consistent it manages the expectations of all of its audiences which promotes stronger, deeper, more sustainable relationships.
IT HARNESSES YOUR INTERNAL ASSET
Your people are your most important assets. In the words of Richard Branson, “If you look after your staff, they’ll look after your customers. It’s that simple.” So, ensure that your brand promise can be delivered by them, involve them in the vision and empower them.
IT CREATES BRAND AMBASSADORS
People love to tell others about the brands they like. By establishing a brand that is capable of generating a broad appeal you are creating the opportunity to grow your base of brand champions.
IT ADDS VALUE TO YOUR BOTTOM LINE
Good branding will provide value to your organisation way beyond its physical assets. In fact, a Manchester Business School report quotes: “Reputation as an asset is worth about half a year’s turnover. Improving reputation using only what the company should already know is worth up to 5% per annum sales growth.”
Good branding can add immense value to an organisation. It needs to exploit its essence and it needs to be consistent. Exploiting a brand’s essence can be one of the most exhilarating things an organisation can do; it empowers, it invigorates and it adds value to the bottom line.
If you would like help in understanding how to capitalise on your brand, contact us for a free consultation – it’ll be an exciting journey!