Branding and Why You Need to Tell Your Story
“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.”
More than Just A Logo
Your company brand is more than just a logo.
Every brand ‘tells a story’. A well designed brand will communicate your point of difference, your company values and your key message to customers.
Every business has a unique story to tell - just like every person. When you actively tell a story about how your business provides value and benefits customers, and the core values that your business actively represents - you grow your brand reputation and your brand awareness at the same time.
Here are a few branding tips that will help you to get your message across while putting a human face to your company.
Begin with Your Team
One of the easiest ways to establish exactly what the core beliefs are when it comes to your company, is to start with your employees.
Poll each person that works for your business by asking them what are the top three things that make the business unique. These responses are very important and reveal how the story of your business is being shared with customers on a daily basis.
Take all those comments and collate them. Utilise this information to formulate one tagline that best describes your company and mission. This should be easy for the staff to remember and easy for customers to relate to.
Include this tagline throughout your brand campaigns.
Rather than reviewing sales numbers solely to gauge your recent success, take a closer look at how you affect people personally. The true value in your company is how you make your customers feel or how you were able to better their situation.
People buy when they feel an emotional attachment to a company, service or product.
Begin by asking yourself what it is that your business really cares about. Identify how you can make people's lives better. Imbue your brand with this commitment to service.
The Human Touch
The branding of your business also needs to have a human voice. Simply relying on a logo to tell the story of your company - will not be as effective as personally sharing your core values with your customers on a consistent basis.
After you have put time into understanding your core beliefs – while developing a simple tagline that best represents your business – it is time to get your message out to the masses.
Social media has made it easy to get a message out to millions of potential customers by simply placing an effective video on your website and Youtube.
Locate someone within your organisation to be the ‘public face of your business’. This representative must have the ability to present your brand effectively to customers and prospects, and explain the core values and key benefits your business provides.
The voice of your company needs to be a persona that is relatable to the majority of people if you plan on building a loyal, large customer base. When you humanise your brand, you put your company in the best position to be successful in your industry.
Telling your story is all about showing customers how your products and services can benefit them. Customers prefer to work with a company who shares the same core values as they do.
Does Your Brand Tell Your Story?
Roundhouse has been providing world class brand design and brand management services since 2001. Our team of fully qualified designers can help you build your brand and tell your unique story. Connect more meaningfully with your clients and prospects with a custom brand design tailored to your precise requirements.
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