Jan 31, 2011

Branding Beyond Marketing

Branding your business is more than just traditional and digital marketing — it’s about creating a consistent, founded public image for your entire business. So you may ask … how do I create a total, consistent brand?

First things first: establish a corporate philosophy and a set of guidelines to communicate your company’s brand position, key messages, values, attributes and measures of success. This will help everyone within the company know and understand the brand, as well as how to communicate it effectively — alleviating any room for misinterpretation. These guidelines will also help moving forward with your traditional and digital marketing plans.

Second, realize that strengthening your brand beyond your marketing is about great people providing exceptional customer service. Whether you’re selling a product or providing a service, the employees responsible for direct customer interaction should understand and embody your brand.  They are the most valuable asset in delivering your brand and should provide the best reflection of it during their customer interactions and communications.

Social media interactions and your online presence also need a place in your consistent brand strategy. Ensure that your online interactions reflect the public image you have created through your brand guidelines. This will help customers, and potential customers, recognize your business online and offline. Social media also provides a place for satisfied, loyal customers to endorse and highlight your product or service.

Creating a strong, consistent brand through all levels of your business will help drive business growth, increase sales, and attract and retain the best employees. Building a corporate culture to reflect your brand will help develop a positive work atmosphere and positive customer relationships. After all, your brand is only as good as the people behind it.