What do we think of when we hear the term “branding”? A Logo? A tagline?
At Mood, we think that branding goes well beyond these ideas and covers your entire customer experience. This includes your logo and website but it also covers how you communicate with people. This can be face-to-face, on the phone or using social media such as Facebook and Twitter. All of these experiences contribute to customers’ opinions of your company.
So, our definition of branding can be summarised as:
Branding is the way that your customer perceives you.
This broad definition may be a bit overwhelming but, by keeping a few key points in mind, it is possible to enhance your brand and bring benefits to your business.
Due to technology we are all now part of a global marketplace. You are no longer just competing at a local level as your organisation can be accessed by customers from all over the world.
It is therefore important to stand out from the many thousands of competing organisations offering similar goods and services. Even if you are offering services in a relatively small geographical location, the internet means that customers can easily see, and compare you with, your competitors.
This is where branding helps. Effective branding communicates your core values to potential customers. These values tell people the key things about our organisation. These will often include traditional business concepts such as honesty, value and integrity but increasingly brands will project “lifestyle” values such as being fashionable or successful, fun, radical or innovative.
The increasing importance of branding
We live in a society increasingly dominated by brands. People talk about brands and love to tell others about brands they identify with or have discovered. We wear branded clothes, eat branded meals, watch and listen to branded media on our branded smartphones and tablets. Our brand choices can say much about the kind of people we are or who we aspire to be.
How branding can help your business
A successful brand identifies and reflects the values that are important to your customers. This alignment of you and your customers’ values will help generate brand loyalty. Brand loyalty is a highly valuable asset which can help to promote and grow your business. Loyal customers will return to you based on their positive experience without having to be identified or enticed with discounts and special offers.
At Mood, our experienced team can look at your brand and help you to identify the values that matter to your customers and show you how to reflect these values in your brand. We can also look at ways of making your branding more distinctive and memorable. This last idea is very important as nobody can discuss or promote a brand that they can’t remember!
For a free, initial consultation contact Sharon on 01925 963 162 or email Sharon@mood-design.co.uk.