You may feel that you’re too busy arranging meetings at the next conference at the Dubai World Trade Centre, to worry about what those people feel about your company’s brand. If you don’t know what they think, it’s time to take stock and make changes, because great brand identity will increase sales.
Just think about your favourite lunch spot. Why do you go there? Is it the friendly staff, the great range of food, your favourite food cooked well, or is it the price, or the fact you always meet your friends there? There will be a myriad of reasons, but they all add up to a brand identity that pulls you back time and again.
When it comes to marketing your company, whether you’re in the engineering business, or selling premium watches, you need to find what makes your brand great, and what lets your brand down.
How do your customers feel about your image? Does your logo make them feel warm, secure, happy even? Or does it leave them cold, or worse, with a raft of negative feelings?
If you don’t know it’s time to find out. Big brands work hard to ensure that when people see their logo it gives them very positive feelings. You should be working on that for your own company.
Take a good look at your company logo. Is it an old established name? If so you can work on that to offer the security of being experienced. If you’re a start-up you’ll have to work harder on the logo to get the right mix of font and colours to help people easily identify you, and make you stand out from companies selling similar products or services.
How strongly do people identify with your brand? If you sell watches, do your customers automatically think of you when looking for a new watch? If not, why not? Be honest with yourself and ask your staff for feedback. Do they have customers who always come back and others that never return? Do you know the reasons behind this? Is it a particular member of staff who makes customers feel good? If so, look at ways of teaching other members of staff to replicate their behaviour.
In a business environment are you the ‘go to’ service? Is your delivery, pricing and customer support so good people feel secure and happier with you than some of your cheaper rivals?
Do you actually recognise yourself as a brand? If you don’t, then it may be that your customers don’t either. You could be just another service provider, easily replaced with a slicker company. Work on what your brand should mean to the customer, from that starting point you can begin implementing changes to create a meaningful brand.
Be socially active
Not just on social media, although that is really important, but just generally. Do your employees take part in local events to raise awareness, or money, for specific causes? Do you support their efforts with branded clothing? Do you support a local sports club?
Being seen in the community is an important aspect of brand identity. If your logo is seen supporting local people, you are reinforcing your commitment to being more than just a faceless corporate business.
On the corporate level, do you support conferences by handing out free coffee (under your branded signage, of course)? Or sponsor talks? Do you have one of your experts talking on local radio or writing knowledge articles in local papers? All of this adds up to re-enforcing your brand across a wide variety of areas.