Brand – it's not just a big business issue
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What is a brand and why is it important?
Imagine yourself in a supermarket. There are 2 brands of baked beans on the shelf: one is the supermarket’s own brand, the other is Heinz. Both are the same price – which one would you choose?
Most people would choose Heinz. Why? Because of the brand. But you don’t have to be Heinz to have a brand: every business has one – good or bad.
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5 tips for managing your brand: |
| 1. | Be clear about what your brand stands for. How do you want your customers to describe your business to others? |
| 2. | Make sure your employees understand what your brand is. They deliver it to your customers |
| 3. | Be consistent with your promotional items. Aim for consistency and a professional look and feel – from website to letterheads |
| 4. |
Check you are delivering your brand. Ask your customers what they think |
| 5. |
Act like it matters. Think about what you want your business to be like in 5 years time and start behaving like it now. |
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So what is a brand? Well, it's more than just your logo; it's all the thoughts and perceptions that are conjured up when people see or hear your business' name. Those thoughts could be anything: quality, value; good service; awful service; classy; long-lasting; rubbish ... a whole lexicon of adjectives. The trick is to manage your brand in a way that makes people think all the things about your business that you want them to think.
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You can start the brand management process with your business' name, the logo and the communications you put out; but you have to see it all the way through to what the customer experiences. If you claim excellent service or best value, you must deliver it. Your brand is the product of more than just your promotional activity; it’s your people, your processes and your pricing strategy as well.
Think of your brand like your interview suit. First impressions count. Get it right and the job is yours. A good brand means more sales.
Best wishes
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ASK THE EYE:
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Do we need a logo that better reflects our brand?
How do we compete against a strong brand name?
If you've got a question about branding why not Ask the eye? It's free!
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