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How to Increase Your Brand Visibility and Establish Your Brand




The importance of corporate branding can not be overemphasised. Experience, observation and the reality of accounting all attest to the value of corporate brand.


So what is a brand? A brand is an intangible concept that helps people identify a company and inform what they think about it and how they categorise it.


The two critical components of a brand are these. It should be authentic—meaning that it accurately and truthfully reflects the company—and it should remain consistent. So, if a brand shapes how people think about your company, how does one establish and maintain an authentic brand that adds real value?



Pathways For Establishing Your Brand


  • Know Yourself: That thee most important first step to effective branding. Working to understand what employees believe about your company—its personality and its attributes—is an invaluable undertaking.

  • Know Your Customers: Don’t assume you know what your customers think; take the time to ask. Interviews with your existing clients can provide insight and perspective that can be key to establishing your brand. It is not unusual for a phrase or idea repeated by several customers to become an integral component of a brand.

  • Know Your Benefits: Find out the core desire of your customer base, what keeps them awake at night. When you show them how you can meet that need and provide genuine reasons for them to believe you can, you’ve successfully defined your benefits for your customers. Remember, you are more focused with your capabilities than your customers are; what customers care about is how your products or services will benefit them.

  • Know Your Value: Know your value proposition— your concise statement of the benefits that your company is delivering to customers who buy your products or services it makes your brand accurate and consistent. When we create brand messaging, the value proposition is an important litmus test to ensure you are hitting the mark.

  • Bring It All Together: In the end, your brand represents your company in a number of visible ways, from your logo and tag line to imagery, words and tone. All these aspects need to work together to depict and support your brand. While those doing the writing and those doing graphic design are often different people or groups, collaborating with one another can yield branding that is more cohesive—and ultimately more effective.


Maintain your Brand


Once you establish your brand, it takes work to maintain its consistency and quality. As you create more assets, you should repeatedly go back to your core messaging and value proposition to ensure you stay true to your brand’s key strategy. If you’ve created something that does not align with this, ask: “Did we move from the brand, or has the company shifted?” Either answer calls for a course correction.

More often than not a company does not so much outgrow its brand as it does dilute it.

Your corporate brand plays a significant role in how you generate sales and attract and retain employees, and it also contributes to the financial valuation of your company. Be sure you get it right by being authentic about who you are while accentuating the way you address your clients’ biggest concerns. Once you have it in place, nurture and maintain your brand. Don’t dilute it by creating competing sub-brands that ultimately work against the unifying power of your primary brand. Remain true to an effectively executed brand so it can serve you and your customers well.


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