Brand building is as important to business success as any other aspect. A business can have the most innovative, ground-breaking product or service ever conceived, but if a strong foundation for communicating that value to customers isn’t created, the business won’t be at all as successful as it should be.Developing a strong brand is critical for making prospects and customers feel comfortable and welcomed by the offering of the business. If customers connect with the brand on an emotional level, trust and loyalty can be established and a communication channel will be created.
Opportunities for this channel to be opened should be embraced and initiated wherever possible. From the second prospective customers walk into your office, meet one of your employees or representatives, are spoken to on the telephone or in an email, visit your website or look through your literature. This first interaction with an investor, client or future employee must be simple, clear, compelling, relevant and, above all in-keeping with the business’ core values.
With people becoming more brand-aware, cynical and suspicious of advertising ploys and more experienced in decision making, they are becoming better at accurately judging the promises of businesses. This provides them with an instant expectation of the quality of service or product that they are likely to receive.
Accurate or not, their possibly instantaneous perceptions place the power of whether to trust and invest in your business firmly in their hands and must be respected.
With an ever-growing number of choices to make in their daily lives, people want to be able to make quicker decisions but at the same time be reassured that the product or service they choose can deliver on their promise. When presented with several options for essentially identical products or services, customers will buy into the one that is not necessarily the cheapest, but the one that appeals to them most on an emotional level – sometimes consciously, sometimes subconsciously.
Whether it’s a memory from the past, a recommendation from a friend or family member, a quirky advertising campaign or a lifestyle that is associated with that brand, consumers will need clear, concise and coherent propositions that will be correctly received and understood.