Many business owners see the need for a brand as being questionable and the challenge of creating a brand being overwhelming. The good news is every business already has a brand. The bad news can be that every business already has a brand.
A brand is more than the logo. A brand is the perception that your customers have about your business. A brand could be "nice people but never return phone calls", or "great for the little jobs but I wouldn't really trust them with a larger job".
Your brand is much like your fingerprint. It's unique to you. But for that reason, your business brand needs to be handled like a very valuable asset. One day the value of that brand will be a significant part of what someone will pay for your business.
Creating a logo helps to establish a look, so it's an important first step. If it's an amateurish looking job appearing as though it may have been created by your 12-year-old then it is likely that that is the sort of standard that can be expected of your product. You should take your logo as seriously as you take your business.
It's also necessary to ensure that look and care is carried through into your website.
Is your website responsive to various devices? How does it look on an iPhone, android, iPad or tablet? Are you expecting your customer to twist and squeeze in order to make out what you do?
Is it equally friendly to search engines as it is to your customers? Both have to clearly understand your value proposition and what you have to offer to your target market.
Do your customers touch points reflect this common theme?
By touch points I'm referring to your proposals/quotes, invoices, responsiveness to telephone calls, emails, social media messages. Does your customer’s experience when talking to your team members match their expectations after reading your marketing material?
If you use other collateral such as branded coffee cups, keyrings, calendars or the like, do they also seem consistent with what one would expect from looking at your website? Or have you just purchased them because there was a great offer on.
The consistency of your branding can really dictate the level of your success. Are you giving it the attention it deserves?
