Brand Is Everything.
01/30/08
Krista Robertson, VP, Marketing Services

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The art of marketing is largely the art of building a brand. There is more to branding than just creating a logo and selecting company colors or choosing a name. Branding is the sum of experiences your customer has with your organization. By creating positive experiences you are creating customer loyalty and retention.

There are several steps you can take to orchestrate a positive image for your company. They include:

Develop a set of tools to strengthen and project your brand.
This includes choosing a brand name (i.e. your company name). Remember the best-known brand names carry associations (for example: McDonald's equates to Golden Arches, kids, Ronald McDonald). You need to also select a symbol or logo to use in your communications. Select and use a consistent set of colors and fonts to aid in your brand's recognition. Add a slogan or tag line to your brand name, which is repeated in every ad you create. Your organization may have already developed a set of branding tools. If that is the case you may just need to revisit this step to ensure your efforts have been effective. Ask yourself:

1. What associations does my company name carry?
2. Does my logo accurately represent my company?
3. Am I using a consistent set of colors and fonts in my communications?
4. Am I using my slogan/tag line effectively?

Offer superior customer service.
As I mentioned before, branding is the sum of experiences your customer has with your organization. Customer service is a key component in that equation. From the very first interaction you have with your customer, you have an opportunity to leave an impression more valuable than any other branding strategy. Superior and distinct service is the most cost-effective marketing tool you can use. Loyal customers will return more often and are more likely to choose your organization over your competitors in the future.

Create a truly branded experience.
Walk around your office, observe staff and listen to how phones are answered. What is it like to drive into the parking area? Walk into your office and up to the receptionist. Sit in the waiting area and read your marketing collateral. Call your office to place an order. What are all these experiences like? All of them shape the consumer's experience and reflect on your company's image.

By taking these few steps you are working toward creating a balanced branding strategy for your organization that can reach its fullest potential. Look at your branding initiatives from the inside out. The greatest return on investment of your company dollars and resources will come from satisfied customers and referral sources which stem from a positive company image.