In today’s world of Internet marketing and social media, and a challenging economy, small businesses on tight budgets with no marketing staff have taken to doing their own marketing. Many have never done the research and homework necessary to develop their company or personal brand. Without a clearly defined brand, your company is just one of a growing list of competitors, with no clear way to stand out and catch customers’ attention. Branding is the basis of all marketing efforts.
Why branding is so important
A well developed brand will send a constant message through a variety of targeted marketing channels that rings with: “We’re better than anyone else.” “Our product or service is just what you need.” “Our exemplary customer service assures your satisfaction.” “We can solve your problem.” Potential customers can’t read minds. You must send a clear message by branding your firm. Branding indicates that you are exactly who or what customers are looking for to solve their problems.
Everything in a marketing plan and effort needs to be run through a branding ‘prism’. A branding prism clearly defines who you (or your company) are, what you do and why you bring value to customers. That includes your logo, letterhead, brochures, proposals, internal forms and paperwork, advertisements, facilities, newsletters, social media platforms, web site, handouts and more. You get the idea. All of these items represent your company.
Branding provides a coordinated approach in both looks and message. Customers are more likely to decide to hire you or at least consider you for their ‘A List’ based on what company information you put out for their viewing pleasure. They decide if they will recommend you to colleagues and friends based on what you present. You need to be crystal clear about your brand and make a major impression.
How a lack of branding can hurt your company
Recently, a web site representing a car rental company in my area was brought to my attention. The rental company is connected to a very well known online travel company whose name is omitted to protect the innocent… and to avoid potential lawsuits. This was one of the least professional sites I have ever seen. In addition to an array of misspelled words and grammatical errors, the site’s content was full of erroneous information. Branding seemed very low on their priority list.
The company laid claim to a number of well known tourist attractions in nearby cities. The official names of these ‘borrowed’ attractions were incorrect. Even the name of the local airport where their offices are located was incorrect. It appears they tried to make their site more valuable. They added information they thought would be useful to someone renting a car. The problem is, truth and accuracy appeared totally unimportant to this firm. They had not taken the time to research the tourist sites they were featuring. How hard would it be to ensure their names and spelling were accurate?
Blatant errors and inaccuracies don’t do much to impress customers. Why would a potential customer think this company is run in an efficient and professional manner? Chances don’t seem likely that a reservation, or pick up and return of a vehicle would be handled smoothly and efficiently.
Be careful what you put out in cyberspace as a representation of your company, products and services. Take the time to review your content several times. Get others to check your content for errors as well. No one sets a strategy of wanting to look bad to potential customers. We only get one chance to make a first impression. Put your best foot forward and impress the heck out of them. Take branding seriously.
Just putting anything out in marketing channels about your company is absolutely NOT the answer to attracting customers. Think strategically about the image of your company that you want potential customers to find. Success begins with a plan.
