Not sure if you have a brand, if you have a business then you have a brand it’s all a question of how successful you are. Follow our checklist below to see how you measure up. Tick all the boxes and chances are you have a great brand you are on the right track. If the checklist highlights areas to work on use this as a guide to make sure your brand hits the right note with your customers.
1.Relevance: I will let you in to a secret, a great brand is all about your customers.
– Do you meet their needs?
– Do you know what they are thinking?
A business and brand needs to match your business benefits to customers needs. Your brand should evolve and change as you customer needs grow and develop. Creating a brand is never static and should always be relevant to your ideal customers. If you don’t tick this box you can bet your competitors will offer a brand promise that does meet your customer need.
2. Simplicity: OK so you can wax lyrical about your products and services, use lots of text and jargon, have a number of themes to show how good you to wow your customers, but you run the risk of confusing your audience to the point that they do not understand what you can do for them. It is essential to continually monitor your brand, the promises you make to your customer how you are viewed by them and the image that is projected. Keep your message simple and to the point that way your customers can be in no doubt what you are trying to tell them. So gather all your marketing material together, stand back and look at it, better still get your friends and family to look at it and tell you the message they get from your business.
Can they tell you what your offer is?
Do you know what makes you different?
What made your customers choose you?
The bottom line is you need to be different, or show a different position to their problem, what’s more you need to back up why your different, this is where facts. Figure, awards and most importantly customer feedback is crucial to differentiate you from the rest of your industry. Can you identify what is unique about your business?
4. Believability: Do your customers believe what you are saying?
If you are trying to sell ice to inhabitants of dessert you have to back it up with how it can happen and why it will change their life. If your claims are wild or even if you have too many star claims you run the risk of customers not believing in your product or service.
Do customers believe your brand message?
5. Credibility: Whatever messages your brand sends your customers you need to deliver the goods. Take a business that who brand promise is that they are customer focused. They are committed to researching suppliers to get the best price for their customers, they hand pick and pack their goods to make sure they arrive in tip top condition. Great so far they are really working their brand promise, but imagine if their staff never said please or thank you when dealing with customers. The brand would be tarnished in an instant. Every touch you have with your customers either meets your customers expectations of your brand of not, and we all know that the knocks to a brand are harmful.
Does your brand deliver your brand promise?
6. Defensibility: Now we all know that copying is the highest form of flattery! But do you really want a bunch of mini me’s operating and praising you hard earned customers away from you. Constantly monitoring your brand and delivering the same message to your customers will build brand loyalty and a defense to any invasion of your brand.
Can you brand with stand attack?
Keep this checklist to hand, print it out and stick it on your wall, include it in your monthly management meeting or even load it as your wallpaper. Whatever you do use it to protect, build and reinforce your brand to make sure your business really does have a style all of its own.