Adding value to business
Do consumers recognise your brand?
Do you identify with your brand?
A Consistent Standard Across The Business
If you were asked to describe the picture of a burger franchise with a giant M sign chances are you will describe an M that looks like 2 giant yellow arches. You may even be able to describe the popular items on the menu. Such businesses invest in branding that covers every aspect of a consumer’s experience. The brand can invoke happiness in every meal by establishing a standard for service, outlet ambiance and meal packaging.
A brand is an emotional message designed to create a bond of trust with the customer who is then drawn to buy from the business.
The lessons we learn from successful brands from the food to the electronic industry to practically every successful business is, a message of standards you can expect and trust.
A Single Source of Standards
Branding cannot be limited to mere names and slogans promoted by a marketing department separate from the rest of the business.
Branding begins with a code of conduct across the business organization that sets standards for all individuals involved in the business from purchasing to production and delivery to customers.
There has to be a single source of standards that are inculcated into the team so that it becomes a business culture that guides attitudes and practices.
Tell The Story of Your Business
All business begins with an idea that gets organised into a plan of action to deliver a certain quality standard in a manner that creates paying customers.
Even the largest corporations in the world tell us stories. Many are familiar with the story of a technology company that started in a garage which then grew into a Silicon Valley business that attracted very talented engineers to design and create products to delight the world.
Use your business story to create a personal resonance with consumers and the wider community. Associate your brand with this story. At relatively little cost, you can create a web based video to tell your story to a wide audience. This could lead to you competing very effectively against even the largest of global corporations.
Make sure that all actions in your business are consistent with the standards you set and practice. Focus on the uniqueness of your offering in your story telling. It is vital to stay true to your declared standards and to deliver on your promise to consumers.
Take Advantage of Market Knowledge
In today’s world the internet allows us to collect and analyse market information on consumer, business and social trends.
There is plenty of data from your own business, the industry, consumers, consultants and government that can be analysed to help you identify your market.
Set up a system to collect and analyse data and information. Knowledge gained through data and information analysis is the fuel that drives success in today’s knowledge economy.
Stay ahead of the competition by being the business with a brand, that represents consistent standards; and, delivers innovative offerings that delight consumers.
International Business Consultant
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