The Idea People in Charlotte believe that every business should have an established, researched, identifiable, and creatively-appropriate business brand. Ideally, your customers and top prospects “picture” your business brand when somebody mentions your product or service line. That’s strong brand recognition.
Your business brand also helps convey intangible (subliminal) qualities that can quickly become important and very tangible in the minds of customers and key prospects. We build-in these unique qualities when we develop your business brand attributes and business logo.
What are some intangible brand building qualities?
- »Trusted – Helps the individual feel that “this is a good place to do business…I trust this brand”
- »Qualified- Helps the individual feel like “this company is qualified to help me with my product or service needs.”
- »Experienced – Helps the individual feel that “this company has in-depth and varied levels of experience that will benefit me.”
- »Longevity – Helps the individual feel a sense of “association and closeness to your brand because you’ve been in business a longer time span.”
But your business brand extends beyond physical appearance as a logo or building signage (that is still important, however!).
What are some external branding points that I should consider?
- »Phone Etiquette – How is your business perceived when you answer the phone? What about voice mail?
- »Customer Reviews – The web shows the good, the bad and the ugly. How are your customer reviews?
- »Customer Testimonials – Are your best customers inside your website and marketing campaigns “singing your praises”?
- »Email Signature – Is there a consistent email design and content plan in place, or does everybody use whatever email signature they invent?
- »Marketing & Sales Collateral – Are your brochures, magazine ads, newsletters, and sales flyers consistent with appearance and message?
- »Website & Social Media – Are they consistent in design, messaging, images, audience and optimization?
- »Customer Service Program – Is it clearly defined and easy for the customer to access? Or is your customer service program “whoever answers the phone”?
These are all touch-points that represent your company, image and message. Are your touch-points accurate? Or do your touch-points veer off course with respect to your brand intentions? The Idea People includes all of this in our discovery, research and strategy for building and strengthening your market brand.
The Idea People can help your company create new business brands or strengthen existing business brands. Either way, we look at your entire business image and philosophy. That is the core essence of your brand. Colors, fonts and icons should come WAY down the road after you have established an appropriate business brand strategy and program!
If you would like to talk about your business brand and how to strengthen your business brand, please call Jay Joyce with The Idea People at 704-398-4437 or email jay@theideapeople.com. We look forward to helping you create a new business brand or strengthen your existing business brand!
