Your brand is a really powerful business tool.
Another way to describe your brand is the personality of your business. It makes you
more attractive to potential customers and helps you to stand out from competitors.
It does this by telling people four important things about your business.
It tells them; Who you are; What you do; How you do it; Why you do it. Who you are is about your visual identity
– the way you look. So that includes things like your logo, your website, your literature
or packaging. It also includes your name. This aspect of your brand will often be the
first contact someone has with you. What you do isn’t just about listing the products
or services you offer. It’s about explaining the benefit of those products and services.
It’s about explaining how your products and services will improve their business or their
life. How you do it is about the way you deliver
your product or service. It’s about communicating the values within the business that are reflected
in your behaviour, as a company. Why you do it is about sharing the purpose
that lies at the heart of the business. What is it that motivates you? What is it that
drives you and your business? Who you are and What you do are often what
attracts someone to your business initially. But it’s How and Why you do it that will build
long-term relationships with loyal customers. So if you’re serious about building your
business, you should be serious about building your brand.