Having a recognisable brand that stands out amongst your competition is a powerful way to attract customers.
In the digital age, growing a brand is an accessible approach to marketing both large and small businesses, and the increasing popularity of personal brand building shows that it’s no longer just about the business – it’s equally about the people behind the business.
But – is having a well-known brand enough on its own to attract customers?
What makes a good brand?
Looking at a lot of high-profile rebrands (which seem to often come with a snazzy new logo design), it would be tempting to believe that your logo, the colours you choose, and how you design your website are the most important thing when it comes to creating a recognisable brand, but that’s not necessarily the case.
Most high-profile rebrands have one thing in common – they truly understood their purpose and how that related to their target market. Getting to know your customer base or your ideal customer base and communicating to them in a way that establishes your brand as the business that will solve their problem in the best way is really what it’s all about.
Dare I say it, but a great logo alone can’t do that (that’s not to say it can’t damage a brand if it’s done wrong – Gap figured this out when they reverted from a new to an old logo after only 6 days in 2010!).
The main focus should be on clarity about what your customers actually want, ensuring your strategy delivers that and that it does so consistently and reliably. The more your brand shows up in a reliable and ‘as expected’ way, the stronger the trust in your brand will be, and the more loyal customers will find their way to you.
So great branding isn’t just about font and colour; it’s about knowing what your customer wants, being clear in your messaging that you deliver what they want and then, crucially – delivering that promise alongside the ‘recognisably you’ font and the colour.
If you can repeatedly show up with a recognisable brand, and be consistent with what that brand represents, then you etch a little impression in your target audience’s mind, whether conscious or subconscious.
What is a brand strategy?
So what is a brand strategy? A brand strategy is essentially one element of your business plan. It details how you’ll use the brand to grow your audience and support your business’s key goals.
For example: if you know it’s important to build trust and likeability with your target audience; your brand strategy will focus on communicating, advertising, and consistently behaving in a manner that tells a brand story representing how strong the integrity of your business is, or how focused you are on the wellbeing of your people (think John Lewis or Hubspot).
If you want your brand to feel carefree and adventurous, then those will be the main characteristics that underpin your branding (think Aldi or Innocent Drinks).
Your brand can be thought of as your business personality; how many customers it draws in is dependent on just how attractive it is to them and how easy it is for your base to identify with you.
The brand strategy will clearly set out what the business goals are, how they will be achieved, over what timeframe and also how the success of the approach can be measured. It’s a clear and easily communicated plan that you can use to steer the business in the right direction, ensure all employees are representing the business in the right way and ultimately start to attract loyal customers.
How do you develop a brand strategy?
Developing a successful brand strategy is about knowing what your brand identity is and making sure you are communicating it in a way that draws more potential customers to your business.
A great brand strategy helps create customer loyalty with both existing customers and new customers and tells the world what they can expect from you.
There are three main elements to a brand strategy, your brand core, your brand persona and your brand positioning.
Within the core element, you’ll find your core values, your mission and your purpose. Your brand persona focuses more on tone of voice, your brand personality and any tagline’s or mottos you might want to become known for and finally, the positioning – this is where your audience, competitive market and business goals come into play.
A strong brand strategy should take all these elements into account, but in what order they are considered can vary.
Why is brand more important than product?
Well, that’s a great question, and it’s not. Well – not really. Your product, your brand, your price, and your customer experience all combine together to inform how your customer sees you within your industry and how likely they are to want to buy from you.
Miscalculate any of those four major components, and you’ll lose clients, but your brand helps with initially growing your presence in the marketplace and attracting customers to you.
Without the right brand proposition and marketing, you won’t get to the stage where the customer is reviewing your product, so whilst the brand isn’t more important, it’s definitely high up on the list of priorities when it comes to your overall strategy.
Create an identity that communicates the experience you offer, helps you stand apart from your competitors, and speaks for the quality and value you offer.
That way, your target client won’t even be tempted to look at similar products. They’ll know your reputation, so it will be a no-brainer for them to pick you!
How does the brand connect with customer experience?
Your customer experience starts the first moment that your customer first stumbles across your company.
Often that interaction is not one directly under your control (like a phone call to your sales team). Most people will stumble across your business, hearing about you from a friend or colleague or maybe even in the news.
That first interaction sets the tone for what your potential customers can expect from the rest of their customer experience and will also influence how likely that potential new customer is to decide to engage and work with you over a competitor.
Your strategy can ensure that however they first find your company, your brand impression is positive and is aligned with how you want your business to be seen by the world.
Creating a strong brand enables a clear identity to flow through every step of the customer experience and helps with the much needed consistency required to drive customer satisfaction and loyalty in turn.
In essence – brand and customer experience are inseparable!
How can Think Wow help you build a brand strategy?
Customer experience projects sometimes struggle to gain momentum until the businesses have a clear proposition that everyone in the business understands
We’ve been helping businesses to understand their purpose, their values and their mission and utilising those elements to ensure communication, stakeholder engagement and a customer strategy that helps the business reach its wider goals and even win awards!
With good branding, marketing, sales and CX combined, both customers and employees have a deeper understanding of the direction the business is taking, can expect a more consistent customer journey and it helps to remove the element of chance from the customer experience.
This drives not only new customers but more ideal customers towards your company – increasing both loyalty and revenue along the way.
A strong brand strategy can help you attract more customers, create realistic expectations that are easy to deliver against, and help you grow your reputation. Tied into the rest of the business strategies, such as marketing, sales, and customer experience, you just can’t go wrong!
Whether you’re a small business or a large company, we can help you create a strong brand strategy that sets you apart from the competition in your industry, establishes you as a customer-focused company in the market, and fully engages more customers with marketing efforts focused around your business strategy.
Frequently asked questions about branding
How does a logo attract customers?
One of the major components of a brand is a logo. This is a standout image that represents your brand and separates you from competitors. Your logo design is great for attracting customers with a first impression of your brand. A logo doesn’t have to be complicated (think McDonald’s or Nike), it just has to be recognisable. Of course, your logo isn’t going to become recognisable overnight; you have to create a strong brand image first for this to be effective. However, once you get there, you’ll realise how important having a consistent brand image can be.
To make your logo recognisable, you have to have a consistent brand image and know how you want your company to be represented.
How does branding create customer value?
Customers are more likely to buy from brands that represent the same morals or core values as them. Brands that give back to the community or advocate for causes can connect with their audience and help customers feel good and proud about supporting the brand.
As a small business, it’s easier to create a unique experience with customers, like remembering a birthday or a previous conversation to follow up on. Seeing the face behind the brand makes consumers proud to support you as the business owner as well as the business itself. Representing the company values in your personal life will gain you a positive reputation over time.