Branding is the impression that a company projects into the market place. But branding is more than business card printing, it includes developing a professional reputation and providing good customer service.
Writers at iperform have this take on it:
Branding is the impression that a company projects into the market place. It defines the reputation a company has with consumers and a good brand can result in high sales. Traditional methods of branding use printing services to provide promotional material. But branding is more than business card printing, it includes developing a professional reputation and providing good customer service.
1. Know the Target Audience
Successful branding relies on knowledge of the audience for the company’s products. The marketing, sales and ethos of the business should revolve around information about the targeted consumers. If the company produces material for a younger audience, service and sales should reflect this. If it markets towards an older audience then the sales and marketing strategies are different.
2. Marketing and Advertising the Brand.
Effective branding depends on marketing material that is suitable for the company’s clientele. It involves an appropriate and memorable logo and good targeting of advertising. For example, printing business cards which feature a teddy bear may not be acceptable for an IT business. Alternatively, advertising in an IT magazine would be good marketing. Targeting advertising and print advertisements to the correct audience is an important consideration for successful branding.
3. Developing a Good Reputation
Branding is more than innovative use of printing services. It includes developing a reputation for the business that will translate into good will and a solid consumer base. A good reputation relies on aspects such as trustworthiness and reliability. It can be developed by providing fast and efficient customer service. It is worth spending a little more on staff training to ensure that customer service skills are superior. Customer service can translate into a high quality reputation.
4. Transparent Complaints Procedures.
High quality customer service also includes having transparent complaints procedures. Good branding depends on the ability of an organization to improve their services and the perception that they will do so if required. A company that employs a clear customer complaint procedure will be seen to provide superior service. Offering refunds or exchanges of goods if the customer is dissatisfied will also enhance the company’s reputation and help with developing a good brand.
5. High Quality Products Mean Good Word of Mouth
A company that produces high quality goods or services will always have more potential for profit than one that does not. Word of mouth is one of the best methods of promotion. If products are not of high quality, customers will tell friends and neighbours of their disappointment, thus damaging the reputation of the company. Developing a brand with a good reputation and positive customer recognition depends on the production of quality goods and services and good word of mouth in the community.
Branding is a multi faceted aspect of a business. It can take time to develop a well known brand but once it is achieved it is an effective promotional tool that translates into high profit. Combining good marketing skills, and old fashioned service skills, will ensure that the business becomes well known in the marketplace.
What other marketing or customer service skills fit into successful branding? What other tips can you offer?
It’s surprising that so many marketers think their brand is their logo. The logo is just the visual expression of the brand’s essence — the company’s reputation, service and products.