Are you trying to draw in business with a no-name, no-differences-from-competitors company identity? Branding your company, when done well, not only helps you stand call at a field of comparable choices, it also helps you avoid price-shoppers and deliver results to customers that inspire loyalty. Here’s why.
Headache #1: Competitors all seem an equivalent
Put yourself within the mindset of a customer and shopping for a corporation that gives what you sell. Do all the choices seem just about the same? If so, create a memorable difference with branding. represent something which will set you apart.
Be faster, longer-lasting, more traditional, more fashionable, more child-friendly, organic, more international, etc. once you put this difference front and center in your name and punch line , you become the simplest and possibly even the sole choice for your target market.
Some companies make their mission statements available to customers as how to speak their operating values. Others embody their values and differentiation in advertising symbols, slogans, signage and store design. Still others believe media coverage to urge across their distinctive message. Some convey what they represent in their customer newsletter. Standing for something specific (not something vague like “quality”) helps your company say “So what?” to all or any the competition.
Another way to brand the corporate is to settle on a personality for it and embody that personality in everything they are doing . Here are some options:
· sincere and friendly
· off-beat, fun to be with or exciting
· adventurous or artistic
· careful and finicky
· glamorous and complicated
· the strong, silent type
· brash and even slightly irritating
· motherly and considerate
From the company’s personality can flow ad campaigns, sorts of special events to sponsor, company colors and typefaces, corporate gift selection, even the talent chosen to company voice mail messages. With a personality, you’re more memorable than bland competitors.
Headache #2: Price-shoppers and tire-kickers waste some time
When you make pricing a part of your branding, you narrow down on the amount of “tire-kickers” you would like to affect . this happens whether your prices are high, low or medium. you furthermore may rope in many of the patrons who might otherwise make incorrect assumptions. Some get away without asking your prices because they figure they couldn’t afford you. Some guess that your prices are low and conclude that therefore you could not be excellent at what you are doing . within the latter case, proclaiming your high prices increases business because clients willing to buy the simplest now know you fall under the category of elite firms they need to patronize.
Above all, confirm your pricing fits with the opposite components of your image. If you charge within the low range, your stationery, logo and delivery trucks shouldn’t look classy and expensive. If you charge within the high range, you ought to be giving out higher quality company gifts and promotional items.
Another good solution for companies bothered by price shoppers and customers seemingly without brand loyalty is to lean more heavily on benefits differentiating them from competitors. The classic definition of business benefits reminds us that folks don’t really buy 3/4-inch drills, they buy 3/4-inch holes. they do not buy an item or a service, but the result produced by the item or the service.
If you are a financial planner, you actually deliver not financial advice but peace of mind and therefore the ability to measure well within the future or lookout of one’s family. If you are a rental car agency, you actually deliver not a rental car but the power to drive around freely when someone’s own car is being repaired or is way away back home. Building these benefits into your name and punch line is sensible .
Headache #3: Customer service doesn’t inspire loyalty
Branding can give your organization a picture to measure up to and thus help your employees perform better than with a bland identity. This worked so well for Domino’s Pizza when their identity rested on delivery within half-hour that that they had to tug back on this promise after a jury held the corporate liable for an accident caused by a driver rushing to deliver within the promised time. To avoid that pitfall, run your new proposed branding past a lawyer trained to think in terms of worst case scenarios.
Keep tabs on how well your employees live up to a customer service promise by engaging a “mystery shopper” or “mystery patient” (for hospitals), who interacts with the corporate incognito then files a report on their experience. Many of the faults that happen in such reports are often easily corrected once identified, resulting in an improved image.
You can also directly solicit feedback from clients through a survey form. Sometimes the very act of posing for feedback improves your firm’s image, since it shows you care about customers’ experiences.
When implemented intelligently and visibly, branding sets you aside from competitors, helps free you of price shoppers and provides customers an experience that brings them back to you again and again.