Growth advisor, Jonathan Crabtree, explains the benefits of building clear branding values and strategy to further develop your business' reputation.
What is your brand promise?
Building your brand and having a clear branding strategy is one of the most important factors in determining your business’ long term success.
Whilst brand value is invariably not recognised on the balance sheet by accountants, for successful businesses, brand is often its single biggest asset and the one that is most at risk of depreciation.
A brand is more than a product name or a logo or your corporate identity. Your brand is everything your business represents and everything it offers. This covers your products, your services, your people, your values, your customers and suppliers: your reputation.
When a customer engages and interacts with your business’ brand they should know exactly what they will receive in terms of products, services and customer experience and it’s your job to deliver against these expectations.
The customer journey
Delivering against your brand promise requires provision of a flawless customer experience throughout the customer journey.
The customer journey begins at the point when they first become aware of your business. As in many walks of life, first impression last and it’s crucial that businesses ask themselves the following questions:
- What do you want the first impression of your business to be?
- What messages do your website and printed materials convey?
- Do all parts of the business convey the same message to customers?
At the stage when customers are interested in your business, the chances are that they are interacting with additional touch points. For example, they may move from the website to a meeting with a salesperson. This transition can put the customer experience and therefore the brand at risk. A smooth handover process and constant communication throughout the customer journey have a direct impact on customer experience and consequently on the value of your brand and of your business.
Ensuring consistency of messaging between teams and departments is a key priority for any business. Any inconsistency in perceptions of your business leads to an erosion in the perceived value of your business and brand. These points hold true as the customer journey continues.
Every team, every individual and every engagement must embody the brand values of the business.
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