How to get started with Branding: Values
Consider what your business’s strengths (brand values) are, what you are good at and believe in, as a business. For example, I would list my brand values as: great customer service, a friendly person to deal with, good client communication, clean modern graphic design, an understanding of visual communication and marketing techniques, exacting typographic knowledge, trustworthy expertise in getting jobs to print or online, and value for money.
You need to ensure you can ALWAYS deliver your brand values and then match them to what your customers want. Here’s an example: If you are a clothes shop and ‘high fashion’ is a brand value for you, that’s fine if your customers want to buy the trendiest gear. But if your customer base is made up of pensioners, your brand value is not going to match your customers' buying needs.
To help you, try asking an existing customer what they like about doing business with you and ask a potential customer what they would look for when making a decision to buy. This information can help you start to build your brand. You may find that some of the answers are what you expected, but some answers - particularly from new or occasional clients - can give unexpected answers.
What makes your customers buy? It is not normally just the cost or the performance.
Consider the benefits you offer your present customers and whether you are targeting the right people.
Every contact you have with a customer or potential customer is a chance to reinforce your brand values – but remember, a brand makes promises to customers, if these promises aren’t fulfilled, it could mean the customer is less likely to buy from you again. An example, if you are a jeweller, and your ‘Elegant’ range of products are beautifully produced, stylishly packaged and advertised in glamorous glossy magazines, its brand values could be ‘classy, special, elegant’. But if a customer calls on the phone and the staff that answer are rude or unprofessional, that’s the lasting impression they will leave with. As a result the brand and possibly the business, will be undermined.
Start to define what your brand values are and your customers needs and you are on your way to building your brand.
Your brand affects many areas within your business and they all need to be consistently in line with your brand values: your business name and the names of your products and services; your logo, your strapline - a descriptive line to describe your business; the style and quality of your stationery and website, any letters & emails you write, your product packaging, how you and your employees dress and behave, how your phone is answered, your premises, how you deal with your customers, where and how you advertise...
You need to reinforce your brand values with every possible contact you have with both customers and potential customers. Communicate your brand and make sure everything you do reinforces the same message. Use your logo, everywhere!
Review your brand regularly – ask customers for feedback and if your customers' needs change, your brand and your business may need to evolve to stay relevant. You may feel too busy to do this, but if you’re quiet - it may be too late!
Ask the questions, how does my business, product or service meet my customer’s needs? Ensure your brand is in line with the answers to this question. You need to set up your business so it is easiest for your customers, not necessarily for you!
Keep your brand simple and focus on a small number of key brand values.
Involve your employees if you have them – make sure they understand and believe in your brand.
Creating and managing your brand doesn’t have to cost a lot – you don’t have to do everything at once.
Set a budget and within that, cover the key areas, such as any design needs i.e. a logo, business stationery, packaging. Other priorities might be any marketing materials, your website and then allocate time to make sure your employees understand your brand.
Set yourself a goal to brand one more area of your business each month, and you will soon be on your way.
Check out my branding packages, and let’s create something strategic!
