Branding your business
Your brand is one of your greatest assets. It's not just your logo, slogan and design scheme, but your customers' total experience of your business.
The brand is in your customer promise, your business values, your personality, the way you talk to your customers. It's in the way you package your service and answer your phone. Communicating your brand clearly and honestly to your customers will spread confidence and goodwill. It is a badge of trust that will set you apart from competitors and can give you a lasting competitive edge.
Your brand should tell your customers exactly what to expect from you. Deliver on your promises and they will come back again and again. How often have you gone to a familiar restaurant chain because you know what's on the menu, what it will taste like and how much it will set you back? It's the same for your customers. But a good brand identity will also attract new customers by stressing the differences between you and competitors. This is critical if you are in a highly competitive or fast moving market where it is difficult to differentiate yourself on product features or services alone. The power of a strong brand is such that it can lift a single firm or product above others to become something truly memorable. Think of vacuum cleaners and you think of Dyson; think of MP3 players and iPod will spring to mind.