5 Steps To Defining A Strong Company Brand

Effective branding is vitally important for the success of your business. Your brand reflects how your company operates, what you are, how you differ from your competition; it creates and defines customer expectations.

Your company brand is reflected in many different ways; your products and how you package them, price, sales personnel and marketing. These brand facets are referred to as ‘touchpoints’. Every touchpoint influences how your business is perceived by your customers and potential customers.

Your brand is effectively the promise you make and your customer experience must reflect this, leaving your customers feeling fulfilled and satisfied by their dealings with your company. Your company brand must be positively reinforced across every single customer touchpoint.

Here are five simple steps to building a strong brand image and positive customer experience which will help to grow your business.

1. Reasons to believe in your business

Your brand promise must deliver to your customers and they must believe in it. You need to provide your marketplace with reasons to believe. For example, your company makes mountain bikes and your promise to customers is; “the obvious choice for serious thrill-seekers”. Ask yourself; “Why is it the obvious choice? Why should the customer believe the statement?”

To answer the customer’s question most effectively, your company could offer two reasons-to-believe; off-road performance and durability. They define the promise and also give the company specific direction as regards customer touchpoints like design features, sales approaches, customer service activities and advertising campaigns.

2. Identify customer touchpoints

Each time your customer comes into contact with your brand, you should seek to reinforce and fulfil your promises to them. Think carefully about how you sell your products; how they are used by your customers, what after sales service you provide and how you generate demand for what you are offering.

From this information you can now create a simple customer touchpoint map.

3. Define the most influential touchpoints

Some touchpoints are more influential in your company’s overall customer experience. There are a large number of methods you can use to determine the most important touchpoints for your organisation and the methods you use will depend upon your industry knowledge, your product nature and complexity and your company’s commercial processes.

4. Optimal customer experience

Having completed steps 1 to 3, you should now be in a position to design your optimal customer experience. Look at each reason-to-believe at every key touchpoint and decide how best to express each one.

5. Consistently give your customers the optimal experience

Now consider your organisation as a whole and identify the tools, processes and people that drive each of the key touchpoints you’ve drawn out. Remember the impact the back-room staff can have on the customer experience as well as those who work front of house. Like the IT systems you use, they are just as crucial to the customer experience.

This exercise will identify areas within your brand that don’t align with your desired customer experience. Use this part of the exercise to decide how best to re-align these areas.

In conclusion

Remember that every product or service you offer generates a customer experience. Make sure that the experience is one you intended and that it fulfils the promise you have made to your customers.

Your aim is to fulfil customer expectations at every touchpoint and if you can achieve this you will have built a strong and powerful brand.

Alison Page

About Alison Page

Alison is a small business owner, freelance writer, author and dressage judge. She has degrees in Equine Science and Business Studies. Read her full story at http://www.theladywriter.co.uk

Alison Page

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