Branding Your Business
Perception and Value
Planes, trains, and automobiles
Planes, trains, and automobiles will all get you to your final destination, but the value of each method depends on the traveler. If the traveler values time, then they will prefer the fastest option. If their value is sightseeing, then two options become more attractive. If control and flexibility are valued, then driving is attractive. Branding is like this. The value is in the perception of the stakeholder.
Does your offering meet your customer's value expectation?
What do you think of when you hear the word brand? It’s a bit of a buzz word in business. It’s challenging for many to define at the best of times. Branding is all about perception - the perception of products, personality, values, and culture. We trust that our perception of a brand is backed up by the reality of substance or else expectation's aren't met and it can be highly damaging.
Guiding Perception
Though it can be challenging, branding is to be held in high regard. In fact, Brand equity has a weighted place amongst the assets of any company, and in many ways, leads to exponential growth and a higher multiple in the sale of a company.
So, how can we be strategic in guiding this perception? Understanding who we are, why we are, and what we achieve is the first thing. These three W’s inform the three V’s - Visual, verbal, and value identities* of our brand. The alignment of the three V’s will help guide the perception of our brand. The three V's are
Visual Identity - How we present ourselves - staff, furniture, imagery, etc
Verbal Identity - How we speak - verbal and written
Value Identity - Are we premium or commodity
When one of these identities is out of alignment, our brand falls over in people's minds. Amongst the informational revolution we live in, clarity trumps cleverness and confusion, so present yourself well and see the benefits to your bottom line and the satisfaction of your customers.
Is your brand out of alignment? We can help you achieve the results you are looking for. Schedule a free call today.
*Thanks to Mike Kim for the Inspiration on V's
Brand Guidelines
Documents have defined our history from declarations of independence to treatise to end wars. The words aren't convincing in themselves. The real power is the agreement of those who have signed and walk it out.
Think of your brand guidelines in this way. Usually, it's just a document treated like a scope of completed work filed away once the graphic designer hands it over.
What if this guideline was the declaration of independence for your business?
No longer will we walk the way we always have, but we will present ourselves aligned visually, verbally, and in value. This declaration is a positioning statement that becomes the guideline of alignment, working its way down the org chart.
It's useful for on-boarding
It's a line in the sand
it's a reminder why you're here
I had a summer job at a 5-star hotel in California. Customer experience was paramount as the minimum charge per night was $500. I remember learning our verbal identity guidelines. Common phrases like 'You're Welcome' were replaced with 'my pleasure,' and I saw the benefit as the guest's positive experience resulted in big smiles and better tips.
These substitutes seem unworthy of the effort, but the return on investment multiplies over the customer's lifetime. It is worth it, but it's not going to happen if you don't take the time to write it down today as a guide for tomorrow.
Have you made a declaration? Go for it.
Do you have branding guidelines for your business? Let us help you do it right. Schedule a free call today.