Jonas Neihoff, President
July 30, 2013
Branding Your Business
Often when people think of branding, they think of a cool logo or some killer graphic design work for their business or company. You hear people say things like, “We really need to rebrand.” And they are usually referring to getting a “new” look. Graphics and imagery are definitely important and are part of branding your business, but branding is much more than a cool logo. A good brand is what feelings, ideas, and thoughts are provoked when people see that logo.
A company can have the most cutting edge look in the industry but if customers are continually having bad experiences with their business, then in a few years that cool logo may be all that’s left. Your brand is only as good as your customers say it is. It’s what people think of when they hear your name.
What feelings come to mind when people think of your business?
Bad customer service, ripoffs, poor follow through, only in it for the money
Great customer service, huge value, best in the business, easy to work with
A good brand is built on relationship. Your brand is built from the first ad they see on TV or hear on the Radio to the final invoice you send them on a project. It is built by the receptionist that answers the first phone call to the help desk that deals with a problem. Its built by the smile on the face of the person working the drive through and the pride a carpenter takes in keeping a neat worksite. It’s showing respect for your employees, customers, and competitors. It’s helping out those in need and being generous with your time and resources. A great brand is built by treating people the way that you would want to be treated.
If you do these things then your logo will truly stand for something. Your brand will no longer be an image that looks cool but an icon that speaks louder than words.
A great relationship with your market equals a great brand.