Back in January I had the pleasure of attending PPAI in Las Vegas where I got to attend a few educational classes. One of my favorite topics was “Branding Your Promo Products Business” by Elaine Fogel. Going into this class I thought I had a good understanding of what a brand was and is. It turns out there is more to a brand than just a logo or a slogan. It encompasses every touch point of your company including your products, your services, and your employees. Read on to see what I learned about brands and ways you can make your brand really stand out.
1. What does a great brand represent?
Your customers want to know that you are there to take care of them and their needs, so making sure your brand stands out as a trustworthy and reliable source for a specific product or service is essential. Your brand should also represent three things: trust, consistency and commitment. When people think, see or talk about your brand, they should associate positive attributes with your company.
2. Simple steps.
There are simple things you can do to ensure that your brand is a successful one. First off, make sure your brand stays consistent; your logo as well as the colors and fonts you use should remain consistent in order to help build your brand identity (think about the color red…did you automatically think of Target and Coke?) Communication is also very important. Sending email blasts about specials and promotions or engaging in social media is a great way to build relationships and show that you are easily accessible and approachable. Making sure your brand is viewed as professional in everyday interactions, appearance, flexibility and attitude will also help build your brand in a positive way. But perhaps the most crucial point to remember is to be authentic. Nobody appreciates a false promise.
3. The Benefits of Branding…
Striving to improve your brand will not only increase growth for your company or business, but it will also gain you more visibility, build buzz, make you stand out, increase credibility, build long term relationships, attract more people/customers, generate more revenue, increase your profile and save you money in the end.
Want to improve your brand? Get started by thinking about how you want your business perceived. From there, pump up moral by getting your team involved and remember….always be authentic. Making your brand a great one should be a positive experience – have fun with it and be creative. Don’t be afraid to step outside the lines and be different.