Start building your brand

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Start building your brand

Your brand is not just your company name or logo. I’m sure you know this, but, what our clients and customers experience of our business and service is the reality of our brand to them.

Here is a quick list of ‘touch points’, which I actually refer to as unique experience contact points where the outside world comes in contact with your brand.

Some of these overlap, but from this list, ask yourself how you’d score each item out of 10, and if it gets less than 8/10, then your brand needs some work in that area.

Service businesses as well as product companies can create strong brands and leverage off that for increased business, higher market profile, being able to command price premiums, and ultimately to be valued higher than most when the company is sold.

It’s worth attending to your Unique Experience Contact Points to start building your brand.

Direct contact – how many people have ‘experienced’ your brand today?

  • Phone calls to your office/your team
  • Reception area (no old magazines or out of date newspapers, or worse, streaming sports if you’re not a sports-related company)
  • Email sign offs – are they consistent
  • Messages on hold
  • Voice messages
  • Your own/your team appearance and grooming
  • Your car
  • Your accessories – phone, keys, folders, pens
  • Your events – how they’re run, how they’re conducted and staffed, the materials given out, the other guests, the content, the venue, etc
  • Communication – generic and impersonal or customized and professional
  • Client gifts – quality, tasteful, personalized or generic or inappropriate (eg: wine for people who don’t drink; chocolate for people who don’t like it; cakes and biscuits for coeliacs)
  • Autoresponder messages

Products and Services

  • Packaging
  • Quality
  • Ease of use
  • Easy to understand
  • Price points

Marketing Materials

  • Signage
  • Logo and company name
  • Consistency – company name, brand, url, – across all materials
  • Brochures
  • Website
  • Social media pages
  • Presentations
  • Proposals
  • Stationery
  • Banners for events or speaking engagements
  • Colours of your brand

What’s your score?

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