For a corporation, a brand is a crucial part of the business. A brand represents to the world who the corporation is, what it offers and who it serves. By providing your customers with a strong brand, you can build awareness and create recognition. A great brand can inspire a customer to choose you over a competitor and can positively impact your bottom line.
Physical Space
A strong brand is consistent in colors, type, and image styles across the range of marketing materials. To maintain a strong brand identity through the whole customer experience, expand your visual brand elements to your physical office space. Take the colors from your logo and website and use them on the walls of your office or on smaller elements like chairs, artwork, and decor items. Even a subtle use of color that matches your brochures, website, and marketing materials can create a feeling of recognition when a client walks in.
Social Media
With the expanding use of websites like Facebook, LinkedIn, and Twitter, you can reinforce the customer experience by creating a social media campaign (see Resources). Create profiles that use imagery and text that are consistent with your promotional copy. Post content that relates to your business and industry, both from your site and from other sites around the web. Provide links that are of interest to your customers and colleagues, and you can reinforce your position of expertise and value added.
Know Your Audience
A great brand is targeted to its ideal customers, and uses elements that will resonate with the type of clients they want to reach. To strengthen your brand, conduct an evaluation of the publications, websites and brands that your target customer reads or patronizes. Adjust your brand so that it will be more pleasing or make a stronger impression on the audience. Eliminate outdated fonts or design elements, and present a professional image that suits both the audience and your industry.
Be on Message
One of the most important elements of a brand is unity of message. Your message should be the same from your website copy to the way your employees describe the company. To create a unified statement of services and mission, sit down with your staff to talk through what they believe is the core offering and value proposition of your business. Write a statement that answers the question, "What do you do?" and make sure that everyone agrees with the answer. Implement versions of the message across your advertisements, public relations, marketing, and staff to present a strong, concise description to the world.
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