There isn’t anything, no matter how small it seems, that does not affect your brand. Some things will always be out of your control, and there’s no need to worry about that. But there are many simple steps you can take to ensure that the most obvious touchpoints are working to fuel your brand image. Here are 3…
As the entrepreneur behind the brand, you have a specific vision for everything your business can be. And by deliberately branding your business, you are working to make your vision the dominant aspect of the brand image.
In other words, when you are branding “on purpose” you are helping people see your vision, and guiding them to form their opinion based on that vision.
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It’s probably obvious to you that if you offer a sub-par product or service, then their opinion of you is going to be less than ideal. But there are so many other less obvious factors that help form their opinion of you.
It begins at the beginning when they first come into contact with you, however that might be.
It could be meeting you in person, your website, your business card, tradeshow, a walk-in, a phone call, meeting one of your partners or employees, seeing your vehicle drive down the road, calling and leaving a voicemail. Whatever it is, it’s the very first touchpoint. And whatever that may be, it was your only chance to make a first impression.
Remember, any time someone interacts with your business in any way, it is affecting their opinion of your brand. That opinion IS your brand.
Regardless of how important or seemingly insignificant that touchpoint is, it is affecting your brand.
Everything is either working to elevate your brand, or deflate it. Nothing is neutral. Nothing is unimportant.
Some things will always be out of your control, and there’s no need to worry about that.
But there are some simple steps you can take to ensure that the most obvious touchpoints are working to fuel your brand image.
Here are 3…
1. Make sure your tone of voice is professional and consistent.
Your audible brand is made up of things people hear. That includes what they hear you say aloud, and what they hear in their head when reading what you say. There should be a consistent tone of voice throughout your marketing materials that showcases your expertise.
2. Make sure every person they meet represents the brand well.
You may have your vision down pat in your mind, but do your employees? Your partners? What about good-intentioned people who refer you and talk you up?
Are these people presenting your brand according to your vision? Obviously, you can’t control everything other people say or do, but you can control how your team represents the brand.
You want to surround yourself with people who not only know your vision, and can present it, but hopefully, also share it.
3. Your website has to flawlessly represent the vision.
When people want to learn more about you, they will look you up online. How well does your website reflect your vision?
Does it make you look like any other typical business in your industry, or does it knock their socks off? Because nobody gets excited about typical. Nobody gets overwhelmed by average.
Start with these three touchpoints, then work outward until everything out there in the world is reflecting your vision properly.
It might take some time, but it will be worth it.