First impressions are everything. With so many businesses vying for a customers attention, it’s important that you’re ready with the wow factor that invites your potential new customer to stick around and get to know more about the great products or services you’ve created for them.
Before you’ve even had a chance to say ‘hello, how do you do?’, your potential customer will have eyed up your offering and made some assessments about what they think they know of your brand, and whether they think its a good fit for them. So it’s important you’re giving out the right message, and allowing them the chance to make a fair assessment. Up until this point, your branding might have come together quite subconsciously, but with a little conscious effort you can make sure that you’re giving the right impression, telling the new customer about who you are and what you do, and allowing all your hard work to shine.
Branding is a really powerful tool that allows you to say a lot, before you’ve even said anything. And with only a few seconds to tell that new customer ‘we are perfect for you’, it’s important to make the most of the resources available to you.
Although branding starts with a logo, it’s much more than this. It’s your marketing strategy, it’s your website, it’s your tone of voice, it’s the photos you use, and the colours you choose, it could even be your shop displays. Individually, these aspects all need to work, but we all know the secret to a great business, is a great team, and a great team takes cooperation. If you can get these elements to work together, then you’ll be stronger and more effective for it. You’ll be demonstrating a well oiled machine, that your customers can rely on.
On the other side of the fence, if these elements aren’t working together, or are inconsistent, what you’ll end up with is confusion and mixed messages, and the impression that you don’t really know what you’re doing, let alone who you are.
Of course business isn’t just about reaching the new customers. It’s also about building relationships with the customers you already have, and relationships thrive on consistency. Be that friend they can rely on, that friend they can come back to time and time again. Back when your customers were new to you, they saw something they liked, so keep on giving it to them with that same high quality you originally wowed them with. Earn their trust, and then keep it.
Not only does a cohesive brand benefit your interaction with customers, it can also help automate some your business processes. For example, with a brand strategy in place, you can take out a lot of the guess work when planning new adverts or social media posts. You can create templates and a check list of design elements that work for you and your brand. You can define a list of fonts, a colour scheme, maybe have a filter preset for your photos, all elements which you already know work together and say exactly what you want them to. All of which can save you a lot of time, so you can focus on creating or delivering what you do best.
You know what you do, and you know have something great to offer. So let’s make sure your customers know this too with informative and cohesive branding.