Your business’ brand is essential. It gives your customers something to associate your products with and gives staff a vision to aim towards. Building an effective brand is difficult, but eliminating these five small mistakes can make the whole process easier.
To create a brand that oozes professionalism, everything you produce needs to be the same. From posters, leaflets, uniforms and staff badges, having a consistent colour scheme on each will help the customer identify those colours with your company so much quicker.
If your uniforms are blue and white, don’t use red and white-themed promotional materials, for example, because these colours will create a poor corporate identity.
Failing to make your employees seem genuine
If your staff wear name badges, it can help establish a bond of trust with the customer. The customer will be able to identify the employee and give them someone to turn to should they have a problem.
A professional name badge can give your employees a sense of authority, a feeling that they are genuine experts in their field and able to provide the customer with the best possible service.
You only get one chance to make a first impression, so trust the experts at Imagin Badges to provide fully personalised pin-on badges, magnetic name badges, metal name badges or photo ID cards. Each product can be styled with your company’s logo and colours – helping to reinforce that corporate identity as mentioned in the first point.
Not finding a unique selling point
You need to figure out what makes your company stand out from the crowd and then play to it. If, for example, you are a recruitment agency, you need to find a unique selling point – something that will convince clients to come to you instead of the competition.
When you do decide what this is, you will be able to start crafting a sleek, sophisticated branding strategy. It’s not uncommon for businesses to focus on many aspects, rather than concentrating fully on the one area that will draw the customers in.
Not carrying out market research
One technique that will help you find your unique selling point is by carrying out market research. You will be able to see what competitor companies in your area are doing and how they market themselves – this should provide you with the inspiration on how to do things differently.
Failing to check out your competitors is like moving into a house without examining the location first – you just wouldn’t do it.
Expecting instant results
Developing a brand takes time. You need to put a lot of thought behind it to prevent it from becoming muddled.
One of the most common mistakes companies make is that they create a logo, hand out some leaflets and then expect a strong brand to be created – this is rarely the case.
It will take some time before your customers learn to trust your brand. Just keep it consistent and let your vision and beliefs shine through in everything you do – eventually, customers will start to believe you can deliver on your promises.