U2 stated the problem but never really offered us a solution. Your potential customers may be climbing the highest mountains and scaling city walls looking for you. But if in the spirit of creativity or so-called “trends” you’ve obscured your brand in such a way that you’ll never be found in searches on Google, Yahoo or Bing, you’ve created a problem that needs to be fixed.
While involved in a recent networking conversation, a question was posed about whether a personal coach should continue to use “coach” in her title or should she get with the times and adopt the language of “consultant.” The answer to the question is ultimately another question: what are potential customers searching for?
It’s true that titles and terms get overused or stigmatized. In the world of “coaching” there is concern it is being overrun with unskilled and untrained people lacking certifications and tarnishing the reputation of the industry. Here’s a newsflash for you coaches, this is true in every industry – but changing your name from “coach” to “consultant” may just create confusion.
If at some point all restaurant chefs wanted to change their title from “chef” to “meal constructor” and began promoting their services with this new title because a chef somewhere brought shame on the entire industry due to some rookie mistakes, potential employers would be very confused. They aren’t searching Indeed or LinkedIn for “meal constructors.” Restaurants look for chefs.
People who look for coaches are familiar with the word coach – don’t miss the opportunity to expand your business by obscuring yourself among your competition. But don’t take my word for it. Do the research and see what your most successful competition is up to. Where are they located? How much business are they known to be generating? Are they a coach or a consultant? Whatever you’re doing to promote your brand, unless you have unlimited financial resources, breaking new ground by repositioning the entire industry within a new framework because of a trend you heard about is not what’s going to lead you down a path of success. You need to market yourself so that when potential clients are visiting Google, Yahoo and Bing, they can find exactly what they are looking for and you are included in those search results.
Whether a business or a non-profit entity, a sole-proprietorship or a large corporation, your brand is at the foundation of successful marketing efforts. But your brand doesn’t start with your logo because it is much more than that. You have to know your business identity before you can select fonts or logo elements. Your brand is what people know and feel about your business. Reputation is as much a part of your brand as the quality of the products and services you promote. Reflecting on these 5 areas of brand development, take another look at your current strategy and see what needs to change in more completely establishing your brand.
The Emotions. What you sell isn’t your brand. When customers purchase your products, they are left with feelings of satisfaction, contentment…and sometimes buyers’ remorse. If what goes home with your customers doesn’t leave them with a positive feeling in the long run, they probably won’t be back to repeat the purchase. Consumers are usually driven by emotion when making purchases.
The Experience. Closely related to the emotional side of buying, the experience of buying is significant in establishing your brand. While your brand isn’t your product, the experience of making a purchase is an aspect of your brand. The music playing in a store, the lighting, the merchandising, and the greeting are all integral to the experience of your customers. They will remember if the shelves were messy, if the music was too loud or if they were ignored. The point is, we remember great shopping experiences, and we remember those not so great. We remember if the store environment makes us feel old, if the store was busy due to mismanagement or if it didn’t meet our expectations. Do all you can to ensure customers have an enjoyable, memorable shopping journey.
The Truth. People are not usually taken in by shallow marketing efforts. When they learn they have been taken, they react by taking their business elsewhere. There are plenty of lessons to be learned from the unethical business and marketing tactics we’ve seen over the years from popular national brands. While its easy to want to overstate the quality of our product or service, the bottom line is that the best approach to marketing is an honest approach.
The Visual. Your logo and your tagline aren’t your entire brand, but obviously they play a crucial role in becoming established in the minds of your customers. You know your favorite brands because their logos vividly come to mind when you think about the experience with their products. You’re drawn in by the quality and your experience with it. As people have an experience with your business, make sure your logo represents what you do in style and quality. Keep it where it can be seen to help people to remember who you are. And while a lot more can and should go into your brand scheme, your logo is the gateway to your brand because it opens doors to more opportunity.
The Difference. Positioning is the key element of branding. What makes your product or service different from the competition? When traveling, I prefer to stop at gas stations like Kwik Trip or Casey’s because of what makes them so different from their competition: clean bathrooms and the availability of affordable food options. The consistency is apparently in each of their locations, a part of their marketing strategy that can’t be ignored. Clearly communicating your brand’s personality – what makes it unique – is key to growing your business.
Branding your business doesn’t need to be an overly complicated process, but these 5 areas of branding will help you to better define who you are and stand out in an among the businesses around you.