Emerging from the Lockdown—the need for a strong brand
Your brand is more than just a logo and an eye-catching colour scheme.
Your brand is all about the core values of your firm. Today’s marketplace is crowded and customers are more resistant to advertising and typical promotional activity. Customers are becoming more discerning and they are turning to brands that share their core values.
In truly high performing companies, the company values are embedded in the fabric of the organisation – reinforced, cultivated and celebrated. They are visible from the outside.
For example, a business that has a core value of quality may focus on doing one or two things really, really well. They communicate this to all employees, set business objectives around it and focus on achieving and working towards a common goal.
As a result, the firm will become known for doing certain things really well. Customers will start to notice and start to talk about it. When customers start talking about your firm in a certain way, that’s when you know that you have built a brand.
In order to develop your brand, make some decisions about what it is that you want your firm to stand for. Maybe you want to be the firm that has the fastest turnaround time, the best customer service or maybe you want to be the charitable firm that gives something back to the community.
Set out your objectives and build some core values around this. Communicate with your team of people and help them to understand what it is that the firm is trying to achieve. Get everyone moving in the same direction and encourage them to live the core values of the firm.
Give yourself some time to build out your brand strategy then ask your customers for their feedback. If your customers are saying things about your firm that align with your core values, then you have a successful brand strategy. If not, don’t worry – just use it as an opportunity to refine your strategy, make some tweaks to your approach and move forward from there.
As we start to emerge from the pandemic lockdown, businesses will be chasing customers in a shrinking market and so there will be a need to stand out from your competitors—to look different, look better—if you are exactly the same as all of your competitors then the only thing that customers will be able to differentiate you on will be price which means that the cheapest provider wins.
Here at Balance one of our services to clients is business mentoring and the first thing that we look at in this process is the brand or culture of a company. It is so important to have a brand that you believe in, that reflects your values and matches the values of your team and your customers. Once you have this in place, it provides a strong foundation on which to grow your business.
For more information or to enquire about our business mentoring program, call us here at Balance—01484 685413