You want to brand your business but don’t know where to start. Don’t worry; you’re not alone. The first impression is not only a lasting one; it can be crucial to the bottom line.
Your brand image determines your credibility in the mind of new clients and establishes the value of your products and services. Remember, first impressions go a long way, so pay close attention to how your product is packaged.
Whether it’s your office color scheme, restaurant décor and tableware or a personalized note included with boxed items, aim to wow customers when they engage with your business for the first time.
Branding extends far beyond your website’s color scheme. As business owners, you are your business. How you manage and treat your team; and how the community views you, your principles, morals, goals, philanthropy and volunteerism are a part of your brand.
Consumers gravitate towards brands they can relate to and that inspire their personal values. Conveying a strong brand story can go a long way in explaining the value of your product.
What you verbalize says a lot about you.
Social media can be a great asset in building your brand if managed properly. Use a smart phone to record and post a 60-second video telling your brand story. Stay away from topics that are not related to your business, and keep your presence informative and light.
Effective branding is also about the relationships you build; it is important that you build a partnership with your clients. In every relationship, people want to be heard, and clients are no different. To serve them at the highest level, you must listen and understand their needs.
This also includes the company’s overall mission and goals. Doing so can gain you several more clients. Reports from Nielsen and The New York Times respectively show that consumers referred by friends are four times more likely to buy, and approximately 65 percent of new business is gained from such referrals.
Never back down from giving freebies. Yes, it is very important the public sample the goods before taking the plunge. Tapping into any of the five senses betters your chances of gaining the interest of a potential client.
Whether he or she can taste, see, touch, hear or smell your product, it is imperative you get it physically in their hands.
Lastly, always thank your clients for their loyalty to your business. I like when I see a “Thank You” printed on a receipt, but I get a different feeling when I receive a card in the mail that expresses gratitude. When I think of the extra effort it took to send that card, I immediately become a returning customer because I feel valued by the company. If I am valued, then it is understood the company will work harder so that I not only remain a repeat customer, but a happy customer. That is the strongest message you can convey no matter what branding practices you are exploring.
Remember that old philosophical thought, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” It is your responsibility to make sure you and your brand are seen and heard, or you will remain silent in the woods and dead to the public. You are your brand. Let the world know you and all your greatness!