Brand build your way to the top
It’s common for business owners to confuse ‘brand’ with ‘marketing’, or to believe your brand is simply your logo. Think of your brand as your personality – it’s who you are and why you exist. Marketing is the different routes you take to introduce your brand to the market.
Understanding the difference is the first step towards self-awareness of your business and by asking yourself the important questions you will truly connect with your raison d’etre and be able to communicate this with greater impact throughout your marketing.
Your brand builds an experience for a customer when they interact with your business. Your visual ID, strapline and colour palette are just the starting point in your customer’s journey. From their first impression upon landing on your website, to the way they were received when they called you, right through to the way it felt when they purchased your product or service, your customer is forming an impression about who you are. Their brand experience should be consistent all the way through the customer journey, whether that is verbal, written or visual.
What does your company stand for? Does your customer’s brand experience match those values?
Brand loyalty
Consumers buy from brands because of how they make them feel, not just because the product or service fulfils a purpose. For example, all cleaning products will do the job of cleaning your home, but environmentally-conscious consumers may choose the Method brand over Flash or Dettol because Method communicates its green values in every customer touchpoint and their target market connects with this.
Being true to your brand allows your customers to know what to expect from you as a company. It is a way to stand out from your competitors, to reinforce why you are the right choice, and to build brand loyalty for repeat business.
Why should your customers care about your brand and business? How does buying from you make them feel? As an experienced brand consultant, I can help you work through these questions to ensure that your brand is authentic and effectively communicates the personality and values you have created in your business.
Isn’t it time your brand stood out from the competitors in your market and put its place on the map?
The brand process
To begin your brand development journey, I start with a consultation meeting to understand your current brand positioning and what you want to achieve. I conduct an in-depth situational analysis with competitor research and an exploration of your customers’ needs and buying behaviour to ascertain their values and objectives.
After a thorough brand analysis, I will re-align your marketing collateral so that it better represents your ethos and connects with your audience. This can involve refreshing creative artwork, logo development, and updating your content with a fresh tone of voice that’s true to your brand.
I’ll also advise you on a roll-out schedule to introduce your strategic branding throughout all your customer touchpoints, bringing your brand to life.
Funding
You could be eligible for funding to help cover the costs of your marketing and consultancy projects.
If your business is based in the North-East-based and you have plans to grow your turnover or employ staff, then you can apply for funding to help cover the costs of your marketing activities. The North East Business Support Fund provides between 35–40% of your total project costs, which includes marketing consultancy and website development projects.
Simonside Marketing is a registered provider for NEBSF. Speak to me to find out more, or contact NBSL for more information on how to apply.