Now, it really doesn’t matter whether you’re a big company or a little company. Your corporate identity or ‘BRAND’ will always have an effect and influence the opinion of your customers and potential customers. As part of your marketing, maybe you send out brochures or commit to advertising, hopefully you have a website…whatever method of communication you use, it’s essential that you portray the right message.
When your customers or potential customers receive your brochure, read your advertising or visit your website, they will glean messages about your company and form an opinion. Now in most cases, you will not be there to ensure the ‘right’ message is portrayed, it is therefore essential that your branding works its magic and gets the message across for you.
The development and maintenance of a brand and corporate image is not necessarily difficult or complicated. It’s simply about getting a few simple things right:
- Keep your brand identity simple, ensure it’s easy to understand and consistent across everything that you do – ensure your brand identity is reinforced every time a customer comes into contact with your company.
- Your brand identity should provide a ‘promise’ to your customers that your company is then capable of delivering – if you are an established, straightforward business, don’t try and develop a funky innovative brand identity that is out of touch with what you do and the way that you do it – don’t send mixed messages, you may scare potential customers off!
It’s important to remember that having a brand is much more than just having an attractive logo…and you don’t always need new logo to create an effective brand!
Effective and powerful brands have the ability to grasp your attention with mixed sensory experiences such as sight, sound, smell or touch. For example, you leave the living room to make a cup of tea, from another room you hear the television, an advert jingle plays and instantly you recall the brand.
This is brand recognition and really a level of brand awareness that most companies espire to. Brand recognition and awareness will be covered in a future Blog post, so sign up and make sure you don’t miss out on our future posts.
