Brand or logo?

When considering your company’s brand does this just mean the logo and colours of your signs and packaging? Whilst that initial visual cue to customers starts to work on the brain, what it really means to customers goes beyond the design and aesthetics. That logo represents everything that is perceived about your business, your service, product and reputation. The way colour, design and font work on the human brain is fascinating.

We all know how we feel about logos that aren’t “right’ in that they can have negative connotations or feel “cheap”. If not well thought out, a logo can be too like others or worse not memorable, so the feel and message are critical. Your logo should be instantly recognizable; a powerful image that delivers the first impression of your business and creates a positive feeling with your customer.

Create trust with your brand

Whilst trust does come with experience of a business, it can also come with how the brand is experienced. There are multiple touch points where a customer encounters a company brand so there needs to be consistency both online and in person. When branding is successful on websites and social media, there is a distinctly consistent feel to these platforms. Similarly, customers have that same feel of consistency when they are buying a product from that company either instore or online. Ensuring that every area of the business has the same look and voice will generate trust.

There are multiple touch points where a customer encounters a company brand so there needs to be consistency both online and in person

Ensuring your team are brand ambassadors

You can put all this thought into what the company stands for and how you want customers to perceive your brand but if your staff aren’t onboard then it’s not going to work. An employee doesn’t want to just turn up for their job, they need to feel a part of the overall vision. Equally, employers want staff to be proud to work alongside them moving the company towards the same common goal. In other words, your brand needs to be the mascot that everyone gets behind and cheers for but how do you do that? Involve your team from the start of the process by gathering information on what they understand about the company goals.

Enable your brand

It is worth considering surveying your staff to gather data that is meaningful to create bespoke training that will support your brand message. Use the insight and analysis from your customer surveys to put together training that empowers your team so that they feel equipped with the tools to represent the brand. If you collate the data from your surveys, you will be able to identify the businesses strengths and weaknesses. When you share this with the team, you can create a culture where “it’s not just a job” and the employees feel invested in and start to care about your brand. This approach will ensure every member of your team is a brand ambassador and adopts a ‘Customer-First’ approach when attending to your customers.

Published On: May 20th, 2021 / Categories: Content Marketing, Digital Marketing, Social Media /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.