Presenting a unified brand-one that resonates with clients and prospects-is perhaps the number one element that will determine the success or the failure of your business.
As mentioned in previous articles, a brand is so much more than simply a logo. Your brand should define your company; what it represents, the guiding principles, and how you do business. It is a combination of colors, logo, and a clear representation of your core values.
When considering your brand, consider these following six questions to ensure an accurate depiction of your business.
1. How do clients and perspective clients perceive your company?
This is perhaps one of the most important factors. How your clients and prospects perceive your company will determine their interest in doing business with you.
2. What words would they use to describe you?
From time to time, ask your clients how they would describe your company. Also, you could consider an online poll to reach prospective clients and gauge their response.
3. Do those words match the way you want to be perceived?
Once you have the feedback from your clients and prospects about how they describe your company, compare their responses to what your intention is with your brand.
4. Does your brand appear trustworthy?
More and more, business is being done online. You must be sure that your brand is able to convey that you are trustworthy. But also remember that your off-line presence is just as important, so be sure to develop your brand to show authority and that your company can be trusted.
5. Would they recommend you?
One of the most important ways of marketing is that of word-of-mouth. Aside from the fact that it is the least expensive type of marketing, it is also more likely to create a better relationship with new clients due to the implied trust from the person who is recommending you. When reviewing your brand, engage your clients and ask them if they would consider recommending your business.
6. What do they like and dislike about the way you present your product or service?
Another key question that will help develop a strong, trustworthy brand is to ask your clients what they like-or don’t like-about how you are presenting your products or services in the marketplace. People like to do business with “winners”, so determining how you are seen through the eyes of your clients is critical.
Whether you are just starting your business or re-branding your business, keep these six questions in mind to help develop an identity that has strength and authority.
Until next time…
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