The importance of brand identity – Five key tips
As a business, your brand identity is defined as ‘the way you present yourself to your customers or clients’.
As such, it is hugely important, as it not only conveys to the world what your organisation does, but can ‘make or break’ your business.
Of course, your brand is also important because it creates and maintains your reputation: thus reflecting your customers’ experience of your organisation.
So if you are looking to enhance your brand, it will benefit you to look at the following areas:
- Remember – you never get a second chance at a first impression
This may be well known but it is well worth reinforcing. For example, attractive websites pull in customers and increase sales compared to dull and boring websites. The same goes for blogs and social media
- Consider the emotions you selling
It is important to think beyond the actual services and products you are offering, and consider the emotions your clients are buying into. For example, as a builder, your customers aren’t just buying a house from you – they are also buying reliability, strength and trust
- Consider your communication
What are you actually trying to say to potential customers? This is the first, but probably the most important of many sales hurdles you have to overcome in order to get a client to buy into your business or services
- Emphasise the benefits
Always highlight the benefits your products or services can offer possible clients, and put them at the forefront of your marketing materials. This is because at the end of the day, this is what they’re most interested in
- Be consistent
Always offer your customers the same brand experience regardless of how they deal with your company, especially in a (B2B) business-to-business environment. This ensures a consistent and reliable business experience.
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Pic: Courtesy Pixabay
By Mike Peeters