In today’s world, it takes a strong, branded identity along with a memorable customer experience that generates a good buzz to keep the brand going and the profits flowing. The goal of every business owner is not just to create satisfied customers but to create the WOW experience that leads to brand evangelists. In today’s market, complete with word of mouth marketing, PDAs and social media, a company’s brand is controlled by the consumer and these days, a brand’s reputation can be supported or destroyed within a click of a few keys on a computer. Here are five things to consider when building your brand:
1. Create A Real Brand Promise
Your brand promise is the center of everything you do when you are in business. It is the essence of what your company stands for and is the commitment you make to your customers. Your brand promise is what you tell your customers that they can expect from you each and every time they come in contact with your company. Don’t send out a message or a promise that isn’t true to who you are, what you can deliver and what you team believes in. Be sure to create an authentic brand promise and commit to living up to delivering on that promise every time.
2. Get Everybody On Board
Make sure all personnel from your top management down through your sales, accounting, operations and distribution departments are on board with your brand. You need to have strong and committed company leadership to build a solid brand and a staff that passionately buys into the brand’s promise and delivers upon it every day.
3. Over Deliver on the Promise
To create brand evangelist, you need to create an ultimate customer experience that wows your customer each time they engage with your business. This requires you to do more than what is expected and to over deliver on your brand promise at each customer touchpoint.
4. Don’t Confuse Advertising with Branding
Many business owners tend to focus their effort on advertising and creating hype versus truly building a brand. Relying on marketing and advertising alone to build a powerful brand is a mistake. You need a combination of a strong promise, exceptional service, a compelling message and top notch leadership.
5. Stay True to your Purpose and Your Passion
The best way build an authentic brand is to stay true to your original purpose and passion. When the business first started, there was an initial spark that created all the passion and reason for existing. Don’t make the mistake of adopting an artificial persona and don’t move away from the created identity that makes you real and trustworthy to your customers.
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