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Can You Create A Brand That Works For Your Staff And Your Clients?

Estimated reading time: 2 mins

Brand is one of those words that you could expand forever and still find a new meaning or a new approach to it. As marketer Jerry McLaughlin points out, the brand used to be a synonym for your product trademark. With the increase of packaged goods, producers and manufacturers have developed their marks and placed it in view on a vast selection of products. But nowadays, the meaning of brand is touching a wider market platform. Your brand is the perception that your customers, partners, and employees have of your company. In other words, your brand is your identity, and without it, it’s impossible to succeed in business. The evolution of the term brand covers now an area that relates to your offering in terms of factual and emotional information. As a business, developing a positive brand perception is the key to creating a solid path to success.

Ideal work conditions

When you think of your brand, you should consider first how the brand is perceived in-house. What employees think about the brand and how they feel about the workplace might be emotional factors, but they impact on productivity, customer services, and innovative thinking. As a business owner, your options to create a positive workplace environment are limited. For your employees, it’s about feeling safe, physically and emotionally at work. You can guarantee a safe workplace with the help of the Peninsula Groups health and safety consultants. Emotional safety comes from respecting your employees’ working hours and holiday. It’s about refraining from getting in touch outside of the 9-to-5 hours and on their days off. If your employees feel that you don’t value a healthy work/life balance, they will communicate a negative image of your brand.

A strong and visible communication

Communication is at the core of building your identity. Your marketing team, naturally, plays an important role in establishing your brand and promoting it through digital and live events. Do you know what companies complain the most about trade shows? The lack of a visible presence, as this means that their brand can’t stand out. There’s a logic behind it: You can’t get your brand noticed if you don’t work with a strong marketing strategy. You need to be seen for the public to build their impressions about your company.

Effective identity

Once people notice you, you’re only half the way there. Now it’s time to make that first winning impression, and to confirm it over and over again. Don’t make the mistake of caring for your leads and ignoring them once they’ve finally decided to buy a product. A positive identity starts with your team, then expands to your leads, and finally to your clients. You need to show your best side at every step of the business interactions. From a responsive website to a professional branding design, you need to maintain a polished image. A positive brand identity goes further than promoting the best business appearance; it is also a way of sharing your values. For instance, a business that focuses on developing a personal interaction with their customers gets better results because people perceive it as a caring brand.

A brand that attracts and excites your employees and your clients demands a lot of efforts. But at the end of it, it’s about being taken seriously in the business world. How much you are ready to invest in your brand defines how successful you will be.

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About the author /


Simon is a creative and passionate business leader dedicated to having fun in the pursuit of high performance and personal development. He is co-founder of Applied Change, a Business Change consultancy based in the UK. Simon is also an Ambassador for Gloucestershire business. Simon is an Associate Member of the Chartered Institute of Professional Development.

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