Tego

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

Top Posts | Branding

The Legal Side of Branding

Not tending to the legal side of branding has produced unnecessary setbacks for too many businesses. Trademark infringements are filed on a daily basis, and the high-profile ones which make it into the news represent just the tip of a very large iceberg. Here are a few ways you can protect yourself ...

Your Startup Deserves Perfect Branding

Startups are becoming more and more popular, particularly with young entrepreneurs who don't have much experience when it comes to running a business. In order for your new company to be successful, your branding needs to be perfect. The way you market your company and attract new clients can b ... ...

Important Branding Lesson from Ratan Tata

Ratan Tata, one of the most successful Indian businessmen of all time and former chairman Tata Group, has revealed an important branding lesson after admitting to mistakes being made in the marketing for the Nano car brand. Labeling the car as “cheap” was, in Tata’s eyes, a clear ... ...

Branding Versus Advertising: How Different are the Two?

What is the difference between branding and advertising? You would be surprised by the number of marketers who do not really comprehend the difference. Both concepts are constituted in marketing and have the ability to impact each other. Differentiating between the two will boost your marketing str ...

How Is Your Brand Viewability?

The world of digital marketing is ever expanding. With the popularity of the internet, marketers from all over the world have taken their businesses online in the hope to reach out to a lot more people than they could ever before.But what happens if your advertisements online are never seen by the ...

Building Brand Identity Through Advertising

During the infancy of marketing, a brand used to be an abstract and often misunderstood concept used by marketing managers simply to label a product and differentiate it from the competition. The core of a company’s branding efforts was its logo, which was ideally designed to portray trustwor ... ...

How Storytelling Can Boost Your Brand

Building a great brand for your company should be a key part of your marketing plan.  Storytelling can be a useful brand-boosting strategy.  Here’s how:Be GenuineA good story that appeals to customers will help to connect your business with them.  Think carefully about your sto ... ...