In today’s digital landscape, consumers have the ability to alter the perception of a brand with “likes, reviews, etc.” The following is a useful guide to help create, build and evolve a long-lasting brand.
- Convey the real value you add to a customer’s life.
Create something that reflects the outcome people need, instead of your own vision of what you think they need. Use visuals that effectively communicate your message to your audience.
- Communicate your company’s reason for being.
It’s good to be consistent, but brands aren’t about typefaces, colors, etc. The key is to communicate your organization’s value and evoke emotion to build long lasting connections with your audience.
- Better to be someone’s cup of tea.
Establish a clear audience, communicate directly to them and build relationships. Avoid watering down your message to appeal to the masses and risk losing those clients who you really value.
- Authenticity is key.
People respect transparency – it builds trust. From the moment you answer the phone, or have that first meeting, your service should reflect the brand values you’ve crafted and commissioned.
- Keep your messages concise, professional and relevant.
Time is short, and so are your audience’s attention spans; don’t be trapped by the allure of overstated “fluff” and complex communications. Speak to your audience in a relevant way to create memorable connections with your customers.
- Emphasize your company’s uniqueness.
Show the real value you bring to the table rather than imitating someone else’s organization. The best brands are often unexpected and proudly different.
To build an impactful brand, it is important to keep your company’s name in front of your customers to create top-of-mind awareness.