Advertising: Your Brand Is About More Than Simply Good Looks
First let’s clear up a popular misconception of what a “Brand” really is. A brand is more than basically your company’s identity or logo. It is more than just a specific type of product you feature such as Q-tips brand of cotton swabs. It’s more than just the appearance of the packaging of your product. In a nutshell your “Brand” is the culmination of everything your prospect’s 5 senses could pick up on about you.
It’s the image you present at all times. From the company’s logo and color strategy all the way to the manner in which your employees dress.
It is what your prospect learn from and about you. It includes everything- from media coverage to the way of handling complaints by customer service.
It is the sensing your prospect gets in all their relations with you. From their satisfied or dissatisfied interaction with you to the relationship creating activities you run.
It’s the pleasing or annoying scents that get involved with you covering everywhere from the scent of your product or feature, to even your team.
And lastly it is also the tastes that get associated with you. From the taste of your product (if it’s a product meant to be tasted) to the quality of coffee or tea you serve.
As you’re probably beginning to see the picture I am decorating for you, your brand entails everything about you. Hence you can see why it is important to always put your best foot ahead.
Let’s take this one step more. Even more important than being right in your eyes, is being regular in the prospect’s eyes.
Consistency is the key to branding. It is terrible branding practice and just plain unacceptable to provide remarkable service one day, and bad service the next. You’re better off being continuously average. Then at least the customer understands what to anticipate and is generally more pleased. Another example of bad branding is having a diverse look and feel for your website as compared to your other marketing collateral (e.g. business cards, brochures, etc.). Ultimately, your prospect should be able to recognize you at a quick glance – just by colors, design style, logo, etc.
For instance, let’s take the fast food seller McDonalds. They have done a spectacular job at marketing. Their food tastes always the same no matter which area you eat at – basically around the world. What you see, hear, feel, smell, and taste are pretty much consistent and relevant across the board.
Bottom line, branding is important to setting your identity in the marketplace and consistence is the key to effective doing that. Prospects want consistency! Consistency breeds ease and comfort and comfort is an element of relationship building – a Main marketing method.
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