A brand isn’t a “what.” It’s a “who.”
It sounds strange, but it’s true. To the outside world, every brand has a voice – a personality with unique values, goals and needs. And it’s those values, goals and needs that help customers determine if a brand is right for them.
Unfortunately, not every brand has its voice and personality finely tuned. This can make it difficult for customers to make a judgment call. What does the brand stand for? Do they value what I value? Can they help me overcome a hurdle or meet my need?
If a customer can’t answer these questions with one brand, they’ll find another brand that’s better tailored to their specific wants and needs.
Do you want to ensure you’re not losing customers due to your branding? Want to make sure customers can glean your company’s values and voice from the get-go? Then make sure you focus on these areas:
- Your employees. Your employees control every aspect of your brand. They create the strategies and marketing plans, they design your website and write your brochures, and most importantly they interface with your clients and customers every step of the way. They need to be intimately aware of the branding you want portrayed to the public. They need to feel it, believe in it and get behind it, because in the end, they are your biggest proponents. If they’re passionate about your brand, they’ll make sure others are too, and that can go a long way in business.
- Your online presence. In today’s digital world, your website is probably your most important marketing tool. It’s what many customers will see first, before ever going to a store, calling a customer service agent or making a catalog order. Because of this, it needs to be clear and up front about who your brand is and what it stands for. I don’t just mean create a great “about” page, either. Your brand should shine through in your site’s design, all of its copy and imagery, and even in the layout and styling of the pages. These all contribute to your “personality” as a brand.
- Your social media accounts. Facebook, Twitter, LinkedIn and other social media can allow your brand to actually have a “voice” – one that’s not connected to a certain person or face. You can use these platforms to really develop your brand’s personality, with likes and dislikes, a sense of humor and other real, relatable traits that people can grow attached to. Use social media to your advantage, and don’t ever let them fall by the wayside!
- Your customer service. Virtually any touchpoint customers have with your employees is a branding opportunity, but your customer service is No. 1. It’s during a customer service interaction where customers can really see what your brand is about. Do they value your money and business? Or do they make you feel like just another sales number? Is your satisfaction important to them? Or would they rather resolve the issue as fast as possible and get you off the phone? Your customer service can either leave people with a bad taste in their mouth or encourage them to go tell all their friends about how wonderful you are. The choice is yours!
Do you know “who” your brand is? Are you showing that brand off to customers in the right ways? If you’re not sure, contact Haley Brand. Our branding experts are here to help.