Marketing: Your Brand Is About More Than Just Good Looks

Posted in   Market   on  January 10, 2023 by  David Loke0

First, let’s clear up a common misconception of what a “Brand” really is.  A brand is more than just your company’s name or logo.  It’s more than just a particular type of product you offer such as the Q-tips brand of cotton swabs.  It’s more than just the look of the packaging of your product.  In a nutshell, your ”Brand” is the culmination of everything your prospect’s 5 senses can pick up on about you. 

It’s the image you present at all times.  From the company’s logo and color scheme all the way to the manner in which your employees dress. 

It’s what your prospect hears from and about you.  From what they hear about you in the media to how your customer service team handles incoming complaints.

It’s the feeling your prospect gets in all their dealings with you.  From their satisfied or unsatisfied interaction with you to the relationship-building activities, you carry out.

It’s the pleasant or unpleasant scents that get associated with you covering everywhere from the scent of your product or facility, to even your employees.

And lastly, it’s also the tastes that get associated with you.  From the taste of your product (if it’s a product meant to be tasted) to the quality of coffee or tea you serve.

As you are probably beginning to see the picture I am painting for you, your brand encompasses everything about you.  Hence you can see why it’s important to always put your best foot forward.

Let’s take this one step further.  Even more important than being perfect in your eyes, is being consistent in the prospect’s eyes.

Consistency is the key to branding.  It is terrible branding practice and just plain unacceptable to offer great service one day, and bad service the next.  You are better off being consistently mediocre.  Then at least the customer knows what to expect and is generally more satisfied.  Another example of bad branding is having a different look and feel for your website as compared to your other marketing collateral (e.g. business cards, brochures, etc.).  Ultimately, your prospect should be able to recognize you at a quick glance – just by colors, design style, logo, etc.

For instance, let’s take the fast-food retailer Mcdonald’s.  They have done a spectacular job at branding.  Their food tastes consistently the same no matter which location you eat at – essentially around the world.  What you see, hear, feel smell, and taste are pretty much consistent and acceptable across the board.

Bottom line, branding is essential to establishing your identity in the marketplace and consistency is the key to effectively doing that.  Prospects want consistency!  Consistency breeds comfort and comfort is an aspect of relationship building – a key marketing strategy.

About the Author David Loke

David Loke is the co-founder and CEO of ReadySpace, a Cloud Service Provider in the APAC region. In 2003, he started ReadySpace with the vision to provide customers with reliable, secure, affordable and simple online apps. It then evolved into what we call Cloud today. Being through a decade of running ReadySpace, it has now grown into a regional business serving business owners and its managers across various industries to their success.
Right now, he is taking his wealth of experience to help over 700 business owners as mentor and coach with an ultimate goal to multiply wealth creation.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}