Brand Advice
Your brand is the window to the soul of your business
Christchurch Brand Advisors
Having a brand can differentiate your business from your competitors firms and drive customer loyalty. Branding isn’t just for multinationals with huge budgets: small and medium-sized businesses can create an effective brand by examining how their business works, what it means to its customers and acting on the results. Your brand is not just about your company logo and image, it’s what your customers think of you and the word of mouth that they share with their network. A poor brand or a lack of a unified vision or offering can be incredibly disruptive to the ongoing success of your business.
Do you have a brand that reflects how you want your customers to see you?
What is the point of difference that positively sets you apart from your competitors?
I’ll work closely with you to review your business image and offering in relation to your aspirations and target market. I will outline a plan for building your brand to ensure it reflects your vision and adds value to your business for both now and the future.
A brand differentiates you
• A brand can be an identification or a mark that differentiates one business from another. For example, through a name or a logo.
• A brand also symbolises how people think about your business. Building a brand helps customers in their decision-making, creating a perceived knowledge of what they are going to buy – before they buy it.
• Your brand can cover your business as a whole or specific products and services.
A brand builds confidence
• Customers trust that the business, product or service will do exactly what they already believe it will do.
• Your brand represents what you will deliver and your customers will pick up on aspects from wow factors to subliminal and subtle messaging. Having a solid well represented offering through your brand will solidify good custom and repeat business.
• People like to associate with successful brands and makes them feel confident that they are choosing the right place to do business.
A brand involves the emotional response of the customer
• For example, a clothing retailer can create a brand based on making its customers feel good about what they wear, how they feel about buying clothes from that shop and what it says about them to their peers.
• A brand builds a unique personality for a business, and therefore attracts a defined type of customer.
Most importantly, branding is based on consistency
• Customers are consistently rewarded for their confidence in the business and experience the expected emotional response.
• For example, a domestic cleaning company can build its brand successfully if customers’ homes are always thoroughly cleaned, the owners believe they are using the best company and they feel good about returning to newly cleaned homes.
