People’s buying decisions are influenced by the way they perceive your brand in their own eyes.
Today’s customers are more connected, more informed and increasingly savvy, and they’re
looking for an “experience” – not just a product or service. A clear branding approach is needed
to captivate this crowd, and keep up with the growing consumer power and authority.
Infact, consistent and clear messaging plays a huge role in enhancing your digital presence,
and shaping people’s preconceptions about the value your brand aims to provide.
But what exactly does good branding look and feel like?
Branding involves more than consistent choice of colors, logo or neatly designed marketing
material. It’s really about staying true to who you are, your values, and how you represent your
brand to the audience. When people can relate to your business, your brand will receive more
Be consistent and accurate in communicating what you do and whom you serve. Your goal
should be to build a brand your prospective customers know about, even before they see you!
While you may start with word of mouth referrals, as your business continues to grow, it
becomes increasingly important to have a long-term strategy in place. Focus on delivering
unique experiences to your audience and convey a clear promise throughout all media – be it
social, web or print.
Make sure your visuals and graphics are on point and well-coordinated. Consider partnering
with photographers who’ll click professional quality pictures for you, and have a vast library of
photos to choose for your marketing material. These are valuable company assets, ready to use
on your website, emails or social media on the go.
Often overlooked but a crucial element of branding is the quality of customer service. How
effective are you at answering their concerns and queries? Your prospective clients expect a
high level of customer support, and neglecting this aspect will be of disservice to your
customers in the long run.
You also need to stay current and updated with what your competitors are doing. They may be
offering the same product or service as yours, but how you differ from them and ultimately are
able to present your brand with authenticity is the question. Many times, customers themselves
are barely able to distinguish while choosing to buy.
Leverage your strengths and position your brand on the “promise” you want to be known for.
Stay active on social and web to keep conversions alive. Turn your audience into advocates by
treating them with dignity and respect.
You see, branding is a perpetual process of shaping the perception of your brand in your
customer’s mind, which is essential to increase your brand value and gain new business.
Branding is synonymous to building a strong reputation and creating a positive impression
amongst consumers. Good luck!