Creating A Powerful Business Brand
So what does your brand say about you?
In order to create a powerful business brand, we need to have deep understanding of who your business is, what it does, who you serve, etc. Gaining a deep understanding of these basic concepts can go a long way, but the problem is that many businesses haven’t delved deep enough into their foundation to use these things to positively impact their business.
Your brand is more than just a logo or website, it is everything that a customer perceives your business to be.
How do you answer the phone? How do you treat your customers? What kind of culture do you create? What kind of verbiage and messaging are you using? How are you reaching your target customers? How does your target market perceive you? What emotions do you evoke? What are your core beliefs? Many times all of these things are overlooked when people think of their brand because these things get lost in the day to day business operations. The key is changing and perfecting the perception of how people see you and interact with you.
Developing your brand strategy can be a daunting task. I have found that over 90% of the business owners I have worked with over the past 4 years do not have any strategic plan for their business. The best thing that I can do for my client’s success is to harness their passion for their business, and organize it into building the brand they have always wanted. This is hard to do if you have never done it before, but there is an important relationship that exists between brand strategy, copywriting, and design.
Don’t Confuse This With Marketing
These are two totally different things!
Remember that marketing is the process of actively promoting business through the use of strategic efforts and advertising dollars. The whole point of marketing is to generate a positive ROI. Branding may not have a clear ROI, but getting this right can definitely have an impact on the overall performance of your business.