Does your brand sparkle or fizzle out like a damp firework

Date posted: 03/11/11

In a German car dealership you'll probably find contemporary leather sofas, smartly dressed sales personnel and a state of the art coffee machine.

In your local garage-up-the-road you are more likely to wait for a tyre change leaning against a serving counter with a cuppa served in an 'I hate Mondays' mug.

Both companies inhabit the same industry sector but represent two very different brands.

How do you ensure your brand makes a big bang, rather than fades into the night?...

Your corporate identity is the face of your brand; it sets a great impression and sparks an initial emotional connection with your customers, but a brand needs to be propped up with more than just great looks. A good brand will have a thread right through your business; from the way staff dress and the office décor down to the type of soap you use in the bathroom.

1. Define your brand values

Understanding what your core brand values are will help you to deliver strong, clear and consistent messages across all the media and promotional channels you use.

2. Get a strapline

A punchy strapline can work hand and hand with a corporate logo helping to reinforce your sales message. If you have a strapline that's twenty years old the chances are your business may have changed direction in that time. Make sure you review your strapline regularly to ensure it's still relevant.

3. Speak in the right tone

The tone you use when communicating with your clients, suppliers and prospects can turn them on or off to your business. Understanding the different types of customers you have and how to speak to them in an appealing way whether it’s a conversation, email, brochure, website or any other form of communication, will help to draw them closer.

4. Environment

If your customers or prospects visit your place of work it's essential it represents your brand. Try and experience your work environment through the eyes of your customers'. Is it inviting, creative, hostile, dirty, bright, smelly, warm ...you get the idea. You only get one chance to create the right impression so make it the right one. A pleasant environment has also been shown to increase staff productivity.

5. Sing from the same hymn sheet

A well trained member of staff can be one of your most valuable assets. It is essential that staff understand the brand values of your business in order to communicate them effectively to your future customers. Take time to educate your team and coach them on how to talk about your products and services in the right tone. They will feel more involved with your business and be better advocates as a result.

Want to know more?

If your brand has lost its fizz and you want some help getting your spark back we can help.