When considering your brand or re-branding these are some of the main things to consider;

1.  Who are you and what do you do?

How are you and your business different to your competitors? what unique thing do you offer your customers? What is the purpose of your business? and finally what is your personality?

2.  Who are your customers?

It is very important when considering your brand to know who your customers are and what they look like, what are their buying motivations?  Does your brand suit your customers needs?  Consider their demographics, things like their age and gender and also their pyschographics, their values, their consumer attitudes and their behaviors.

3.  Make a list of all your touchpoints.

Touchpoints are any point of contact that you have with your customers or prospects.  For example phone calls, email’s, your car, face to face meetings, your premises, your Website etc.  Are all of these up to scratch and do they match the brand/image that you are trying to portray?  For example your aim for your brand is to promote your company as happy and professional but you or your staff answer the phone in a monotone voice and say “Hello, what do you want?”, is this the right message? is this consistent with the message you want to send out.  Brand Challenge: check out your answer phone message on your mobile phone – how do you sound? like you’re smiling and happy to receive a call and genuinely sorry you missed it, or uncomfortable, short and brash? perhaps it’s time to think about re-recording because even something as simple as this can turn off a potential customer.

4.  Be Consistent

It is very important to make sure that your brand is represented consistently across all your touchpoints.  Make sure your colours and logos are the same on your email footer as the ones on your stationary.  How up to date is your Website?  If it hasn’t been updated in a while think of the message that this could be sending to your potential customers.  The key to building a strong and successful brand is to be consistent.  Brands help us to build trust with our customers, and if customers get confused because a brand isn’t being consistent then this can lead to mistrust.

If you are in need of any Sales and Marketing advice specific to your business call Aimee on 09 918 3690 or email me at aimee@resgroup.co.nz.