A strong brand goes beyond a customer’s perception of a company. A brand reflects your business’s values and principles and emotionally connects the customer to your services and products. Here are three ways that a strong brand expands to all levels of your company:
1) Transcend the Logo
Your brand’s image emotionally ties your customer to what your company’s products. Imagine Coca-Cola’s white curly script on a red backdrop. The logo evokes a sentimental feeling and has become a universal symbol of joy, laughter, and togetherness.
When a customer sees a brand’s image, they live through the memories that come from using the product. By affecting the way consumers feel, your brand becomes a valuable asset in determining the way people experience your company’s products and services.
2) Motivate Employees
People want to stand united behind strong values. A brand represents your company’s guiding principles and inspires your employees to create a better workplace. The way your employees feel about their work environment reflect the internal attitudes of the company. Your employees serve as ambassadors of the brand and can make or break a customer’s experience.
3) Leave a Lasting Impression
Your brand promises your customers that they will receive the same professional standard every time they make a purchase. For example, some people simply cannot function without their daily coffee, and so the image of the Starbucks’ Siren has become a savior to many exhausted individuals driving to work in the morning. The customer trusts the service associated with the brand leading to a reverberating effect of spreading your company’s values into the daily life of your customers.
A brand isn’t just a marketing tool to help your customers remember your products and services. It is the heart and soul of what your company can contribute to the community. Keeping this in mind will help you create an attractive company for your customers and employees.
Remember, running a business successfully does not need to be complicated. Keep it simple!
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Manny Skevofilax is a consultant and speaker that helps his clients successfully navigate the challenges of growing their businesses profitably. Since 2003, Manny helps businesses enhance their results by using his experience in strategic planning, financial statement analysis, operations, organizational development, and team-building. His consulting firm, PORTAL CFO Consulting, Inc., has attracted clients from diverse industries in the United States and abroad.
Manny can be reached at 410-808-3441 or via email at firstname.lastname@example.org.