There’s no doubt that you should offer your customers the best possible products or services. However, building your brand doesn’t only depend on that. It also depends on how you and your employees maintain your company’s image in the eyes of your customers. And this should be reviewed every now and then.
Reviewing Your Brand
While reviewing your brand, keep in mind that your employees and customers will typically have a sentimental attachment built to it and even may have a sense of ownership of it.
Hence it is crucial to remember that any alterations you make can be sensitive to their relationship with your brand. Strategic marketing consulting firms like BrandQuest advise to consult your customers, employees and suppliers to evaluate the wider perception of your brand and use those findings.
If you find any problems with the experiences of your customers, resist the temptation of simply changing your logo (which is usually wrongly known as “rebranding”) to solve them. It won’t solve the problems and will prove to be costly, e.g. if the problems are associated to failings in your staff training or system.
Keep in mind that the entire customer experience is represented by your brand and not only your stationery or signage, and it cannot be modified overnight. It’s important to review your customers’ experiences with your company regularly.
By doing this, you can get early indications of any component of your brand that is failing and you can take timely action to rectify it. This will save a lot of money for you and will eliminate the requirement of rebranding your entire business.
Opportunities of Growth
The reviewing of your brand will not only show you an underperforming element in time, but will also areas where you can expand your business. Nevertheless, it’s extremely important to utilise your findings of review to see whether your brand can endure being expanded to other products and services.
For example, if your review shows you that your customers intensely connect your brand with specific products, it may be a good idea to introduce new products under a sub-brand, perhaps with a new logo.
For the growth of your business, you must support innovation and advancement of your products and services. This way you can stay ahead of your competitors and effectively fulfill the changing requirements of your customers.
However, your core values should always be reinforced by your brand and your customers should be provided a reliable and consistent experience. Thus your brand may become synonymous to innovation but won’t change in itself.
Because your brand includes most parts of your business, right from stationery to delivery of products or services to customers, it may be hard to set a budget for brand building and maintenance.
Still, it’s advisable to set a budget, or else money can be spent unnecessarily. A budget helps you to focus your mind and prioritise your funds on branding efforts. Before spending any funds, make sure those funds will help fulfill your promises and support your brand values.
Main areas for which you can set a budget are:
- Design requirements, including signage, logo, product packaging and business stationery
- Time you will have to spend on making sure your employees understand your brand
- Updating your company’s website
- Your premises
Materials you will need to provide to your employees to let them carry out what the brand promises, for example, cost of customer service.
You need not do all this at the same time. If you are on tight budget, you can allot less money for packaging, advertising and stationery. But it’s advisable to consider your future growth while developing your image since changing it in the future may prove expensive.
If customers and employees have developed a relationship with your brand, it can be troublesome to change.
You can learn a lot about some corporate branding strategy from BrandQuest. Keep in touch with such sources and you can build your brand successfully.