There’s a clip online where a jobless, homeless guy is given a makeover. Shower, shave, haircut, new suit, leather shoes and… boom! Job interview. Well, Branding is a new suit for your business. And that ‘new suit’ can be designed to appeal to the audience your business needs to connect and engage with. Old school. Smart, casual. Executive. Black Tie.
Branding increases the visual value of a company. The better, smarter or cooler you look, the more value you are perceived to have. Yes, Branding is perception based, but don’t forget the valuable impact it also has on your company team’s perception.
This is good branding, hard at work, day after day. Customers have recently interacted with your brand in the past. It may have been in an ad, on a vehicle or a business card in a cafe … but there it was – your designed and targeted logo and brand colours. Then, a few days later, they need a similar service. Chances are, they’ll have your brand, front of mind. This… is great! Brand recall simplifies their decision-making, saves another online search, and you’re there… ready to sell.
Better still, consistently positive brand recall also works in the most powerful medium of all. Word of mouth. When these same customers are catching up with their friends and colleagues and are prompted to share about your brand’s appeal and their good experience… bingo! Brands help turn customers into advocates.