31 October 2011 - 13:57Developing a Brand Strategy
Many people in business believe their logo and slogan make up their corporate brand. And while they are integral to a company’s image, there is so much more to what a brand really encompasses.Your brand is your/company evidence of distinction.
In developing a brand strategy for a business, you have to understand that your brand reaches far beyond the artistic components such as how your website looks or the uniforms your employees wear. A brand is the entire experience that a person has from the moment they hear the business’ name, their experience on your website or with customer service and how well you stand behind your product. The visceral reaction that people have when hearing the name of your business or seeing your logo, is your brand.
Developing a brand strategy requires consistency in what your business delivers and how it is delivered. The corporate brand also needs the support of management from CEO on down the chain of command. The brand essence must be reflected by every employee. This does take time but today, with consumers communicating through social media, it is imperative that every company have a brad strategy.. Interacting with customers on Facebook or Twitter in a positive and timely manner raises the customer’s experience. Any message you send will directly impact your brand, keeping these messages positive, customer focused and consistent helps to quickly develop a brand. The company with a strong brand strategy will have a marked advantage over their competition.
Your brand will also be secure because you stand behind your product or service. Customers will be willing to pay because they know your business supports them and you deliver. Top quality will always win out.
Change is important to brand strategy. Ask customers what they like and don’t like, and listen to them. Customers appreciate a business that is willing to go the extra mile to accommodate them.
Brand is the fundamental beliefs of your company. It helps bring definition and certainty to your name making it recognizable and trustworthy.
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