The golden rules for creating your business identity
The world's most successful businesses learn to evolve their brands to continually exceed customer expectations. In this article, Ian Morris, Director of Threerooms Branding Agency in Nottingham, shares branding wisdom that’s proven to impact business success.
History is littered with brands that failed, often for completely avoidable reasons. Today, branding is so much more than a company’s logo, it’s the sum of all visual and personal experiences that a customer has with a company - getting that right is good for business.
PROVIDE A VIP CUSTOMER EXPERIENCE More and more, our agency is talking about ‘customer experience’, defined as every interaction a customer will have throughout the buying cycle. That might be a website visit, a sales meeting, receiving a proposal or ongoing lead-gen and marketing activities. We urge clients to take the time to analyse each touchpoint and then ask: Is it personalised? Is it remarkable? If it is, then it’s likely to create an impression that lasts. Business is becoming more
transactional than ever. Amazon recently launched AmazonGo, a
real-world supermarket without any staff, just clever cameras that record purchases. With fewer opportunities to add personality to the sales process, given chance, companies must ensure that all experiences are both enjoyable and memorable.
KNOW YOUR AUDIENCE Today’s audiences expect perfection from the brands they choose. Brands that are modern, exciting and speak their language are not a luxury but a standard. Those that don’t meet expectations are quickly rebuked and forgotten in favour of an alternative. Today’s businesses need to adapt
their branding to stay competitive. Think of how banks have shifted their approach, from once-revered institutions to the friendly one-of- the-family brands they are today. It’s both competitive choice and consumer expectations that have shaped this change. At Threerooms, we have a simple ‘Audience Personas’ exercise that
clients really enjoy. Spending just a couple of hours profiling the pain points and needs of customers can be a revelation for many areas of a business, from marketing and sales to R&D and customer services. Getting to know customers deeply means that services and communications can be shaped around them. Customers feel wanted and marketing is more natural - a benefit for both sides.
DON’T COMPETE ON PRICE There can only be one ‘cheapest’ in any industry. The vast majority of clients we work with don’t (and never will) compete on price; it might be the personal service, the unparalleled expertise or a myriad of other compelling reasons that are at the heart of their offer. When price isn’t a USP, it’s those companies that are better at communicating their unique value that will win customers’ hearts. Our team frequently challenge
customers on this point, asking: “What can a customer get from
you that isn’t available elsewhere?” and, “How do you solve a client's problems, making a real difference to them as individuals?” It might all sound a bit deep, but it works. Knowing the answer to these and other questions mean it’s easier to articulate what’s unique and most attractive in a company.
STAND OUT FROM THE CROWD Most industries are highly competitive. Failing to stand out is the same as being invisible. Those companies that pack a punch with their branding and marketing will have the upper hand, the wallflowers often sadly overlooked. Walk in the shoes of a customer navigating the choices available - the most straightforward options are commonly most appealing. These days everyone is so busy that apathy and ‘going with your gut’ is commonplace. Our advice is to be bold, stand out and present a concise proposition that only you alone can offer. It will pay dividends.
business network November 2018 45
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