A brand is more than how your logo looks or how beautiful your website is (although of course they do play an important role!).
Powerful brands attract, engage and entice with their chosen target audience. They can help you win clients, differentiate your business from competitors and therefore make growing your business much easier.
So what actually makes a powerful brand?
Successful companies know exactly what they’re best at, who their most profitable clients are and what those clients value about what they do. It’s important to narrow your appeal and not lose focus on what you’re good at or offer. Focus does require sacrifice, but the payoff is far greater engagement with your target audience. And ultimately the potential to increase your fees.
They know what they want to be known for
What does your business truly stand for? It’s important for potential clients to get a clear picture of what you have to offer and how you can help them. The brand image you will need to project will depend on the type of business you are, how you want to position yourself in the marketplace and who your audience is. Once you have a clear idea of what you want your brand to be, you can design your brand to appeal to the audience that will be passionate about your business, its product, and its identity.
They communicate with consistency
Consistency is key for branding success and without it your clients will get confused and will not be sure what to expect from you – even a single moment of inconsistency can be damaging. While maintaining a consistent image of your brand is important, how you speak to your clients through tone of voice is equally so.
They deliver on their promise
Every brand promises something to its customers. The most successful brands deliver on that promise in every customer interaction. Of course, a promise is only good if it’s kept. When expectations aren’t met, your customer is likely to become confused and look to replace you. Keeping your brand promise leads to brand loyalty, repeat purchases from your brand loyalists, word of mouth referrals, increased brand awareness, and new customers.
Want to know more about branding? Read The Basics of Branding