Brand design and building has always been something that is incredibly important in business, but it can be argued that making that happen today is tougher than ever. It wasn’t so long ago that businesses would have a logo created and then set about the task of creating a brand that would stick with the buying public. That has become a little more difficult today, though, as business now takes place online as well as at the street level. With so many branches coming off of the brand tree, the most important part of the process becomes consistency.
It’s worth explaining once more that your business brand is more than just the logo that appears on all of your marketing materials. The brand of your business is built in the interaction that you have with your customers, which means that you have to treat every customer the same way if you are to maintain consistency in your brand. The way in which you talk to a customer face to face should be the same as how you talk to them when interacting online and on social media outlets. The medium may change, but the message must always remain the same.
This does not mean that you have to keep repeating the same message over and over again, as that can become incredibly dull. What is does mean is that as your business moves forward and grows, you need to continue delivering the same level of service to your customers as you have in the past. New marketing campaigns need to maintain the consistent voice that people have come to expect, lest they fear you are heading off in a different direction. The same rules apply in how you operate your business online and off.
What can sometimes happen is that a traditional bricks and mortar business will expand into the online world and put someone else in charge of that operation. If they are not up to speed with the company message, the lines that connect the two enterprises can become blurred, despite the fact that they are the same business. If you can remain consistent, you can build a level of trust with the consumer that will make your business stay relevant when the industry goes through dips. You can look at a company like Ford Motor Company as an example of that, as they have been able to remain strong as the auto industry took a hit during the most recent recession.
While we mentioned that your logo is only a small part of your brand building, it is still a very important one. The logo that you use for your offline marketing efforts should be exactly the same as what you use online. Any sort of deviation can lead to confusion for the consumer and will break that all important consistency that is required. A professional company that knows how to help you build your brand will be able to guide you through the potential land mines that can lay in way for your business as you build.
To create powerful branding for your business call 0113 322 1490 or get it touch with us via the contact form below.