Firstly, let’s establish what we mean by ‘brand’. The brand of a company or business may hold different meanings to different people. For the sake of this article, a brand is not limited to merely a company name and logo. A brand encapsulates everything that a business is, it should be inextricably linked within all of a business’s processes and offerings.
Simply put, your brand is like the personality of your business. This is why it is important to build and maintain an image from the ground up.
As we have mentioned, your brand does not solely rely on your logo.
Although this is true, it should not take away from the significance of good logo design and implementation. Your logo ultimately embodies the brand of your business.
When someone sees your logo they should recall what they have heard about your business and what principals they associate your business with. Assuming you have a well-established brand and strong logo design, your first step towards integration should be putting your logo wherever you can.
Now, don’t go overdoing this, because that will actually hurt your brand. You should choose places like letterheads, document templates and email signatures as places where your brand can be integrated effectively.
Choosing places like these for your logo highlights communication as an important aspect of your company’s brand. In saying this, the way you communicate should be equally as reflective of your company’s ideals. When you mix good communication with effective logo implementation, you encourage positive connotations to be made between your logo and overall brand.
In this age of instantaneity, people are quick to make first impressions. This is especially significant in terms of online branding. In many cases, the first thing consumers will do before directly engaging with your business is to take a look at your website. It is important not only to have a website (if you don’t you should probably start there) but to also consolidate your brand within all aspects of your website. For example, say your company prides itself on its ability to be punctual and easy to work with. Now, imagine that a potential customer has been recommended to your business for exactly these reasons and decides to take a look at your website.
They are then met with long wait times on pages and a layout that is hard to follow. Not only will this risk client loss, but it also contradicts the values of your company and damages your brand. In this case, integrating your brand into your website is much more than simply pasting a logo over every page. It is making sure that your website is designed with the customer in mind and allows consumers to pinpoint what it is that your company values.
Next. Verbal communication. This is a simple one but is ultimately essential to the integrity of your brand. Whilst technology is swiftly eliminating much of the need for verbal customer interaction, it is still something that should be flawless. This means phone calls, sales calls, presentations, general meetings etc, should be conducted at a high standard. Nailing this aspect of your customer relations not only instils feelings of trust and confidence within your clientele but also reinforces your brand values.
There are countless ways in which a brand can make an impact. This is not only when you create a logo, or even your website. It includes landing pages, the way you put out written, audio or video content. At the end of the day, a brand is all about how you made your customers feel – it is a positive experience, one that has impacted their life in a good way.
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