Branding
is often defined as your logo, slogan, tag line, niche, or the
one thing that makes your company stand out. Seldom is it
described as the ‘total package’ and how every facet of your
company is perceived. But, that’s exactly what Branding is.
Instead of segmenting each component, review your company,
beginning with evaluating how you value it and then how you
want your customers to perceive it.
What is Branding?
Branding
is the sum of all the images that people have in their
heads about a particular company. Using a formula, it is:
Your
personal values + the customer’s perception about your company
= the lasting memory about your business. I liken this memory
to your making a promise
—
a promise that isn’t easily forgotten because you want your
target audience and customers to access this memory whenever
they need services.
Promises
used to build your Brand should include the following:
-
The promise of performance
-
The promise of benefits
-
The promise of personality
-
The promise of valued difference
-
The promise of a relationship
The
purpose of these promises is to convey the benefits of your
brand (why a customer should hire you) instead of your
competitors.
Is your Brand perceived to be unique?
To create a substantial advantage in your Brand, you must
first create uniqueness in the minds of your customers that no
other brand can substitute.
Is it important to your core customers?
Many business owners believe price is the most important
factor in purchases. Studies have shown, however, that it is
only one important factor. To win and retain clients you need
more, e.g. product mix, service, look, and marketing.
Is your Brand sustained with style and substance?
Initially, getting clients may be easy but to retain them
entrepreneurs must continuously deliver a superior,
recognizable customer benefit.
Creating a memory
Creating a memorable brand is a long-term process predicated
on building relationships based on trust, respect and
consistency. It takes time, patience, dedication and someone
who is willing to always fulfill the ‘Brand Promise’.
Helping to create your ‘Brand Promise’ is an assignment that
can delegate to a Virtual Assistant (VA). S/he can perform the
necessary research, surveys and competitor comparisons
required to evaluate how your company is currently perceived
by your target audience. Your VA can also act as a sounding
board and confidante if the results require business
reinvigoration or image enhancement.
By understanding the fundamentals of constructing a winning
‘Brand’, developing your ‘Promise’ and understanding how it is
perceived by your target audience, you can create a lasting
memory, increase business and make it very difficult for
competitors to compete.
Sharon Williams
©Sharon Williams. All Rights
Reserved.
About the Author
Sharon Williams, MVA, PREVA, is president of
The 24 Hour Secretary
and provides administrative, secretarial, marketing and
internet-based virtual support for successful but sometimes
overwhelmed executives and entrepreneurs. Subscribe to Smart Business =
Success, the free monthly ezine stocked with business
tips for the busy professional. Contact Sharon at
info@the24hoursecretary.com.
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Link to Branding —
Keeping the Promise
Make your Company Memorable and Retain Clients
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