When it comes to creating a brand for the business, the first step that anyone is going to take is defining the brand and then coming up with a message and an aesthetic style to go with it. This is the most compelling aspect of a brand at first glance, undoubtedly. A good message and visual style will grab attention. But if your brand doesn’t stand up to closer scrutiny, if it just feels like words and images, you’re not going to keep the attention you grab. So, it’s time to look at how to make the brand a part of your business on a deeper level.
Setting the mood
First of all, it’s worth looking at where your business actually does its business. Online, setting the mood is all about boiling the site and your marketing material down to exactly what the customer is looking for. Simplify the navigation, hone your focus, and create a customer journey that gets them what they want without needless detours. In physical locations, however, it’s all about creating the right environment. Beyond embodying the brand’s visual design in the store or the office, think about playing to the other senses. Both scent machines for business and the right choice of music can create a certain mood or vibe much more powerful than visuals alone. This makes a brand that feels consistent and authentic. While music can set an overall mood, scent has been used to highlight certain products and invite longer visits.
Having some real values
The brand can go deeper than just beyond what the customer senses, however. It can also involve how closely their views align with the company’s. Customers that believe in what a brand is trying to achieve are more likely to not just repeat business, but to become vocal brand supporters. For instance, cause marketing and involving the business in the support of real-world issues has already proven to be successful through initiatives like Fair Trade. Whether it’s making your business more environmentally friendly or partnering with a local charity, you can grab the market by the heartstrings by putting a real effort into fulfilling your corporate social responsibility.
Delivering at the end
Your brand is a message, but the message should be about more than what your customers should want to hear. It should be a promise of customer success that the business does everything to try fulfilling. Your products and services are one thing, but real effort needs to go into customer service, into improving how you deliver your goods, and into building a community around the brand. That focus on customer success has been proven time and time again to be the most reliable way to find growth in your business.
Truly embodying the brand in the business, through its physical locations, its links to the values of the wider community, and the all-important delivery of the goods is essential. It’s the difference between a powerful image and just another clever logo and catchy name that inevitably fade into obscurity.