Why Is Branding Important and 10 Tips to Improve Your Company Brand
Why is branding important? In this interview Karen Post, the Branding Diva, answers that question and shares proven tips to attract and retain clients.
Our guest today on 30 Experts in 30 Days is Karen Post.
Karen Post has been building memorable brands that sell products, create loyalty and add value for over three decades. She’s also a serial entrepreneur.
Known by many as “The Branding Diva®”, Karen travels around the globe helping businesses, organizations and professionals build and sustain powerful brands,
She has written two books: Brain Turnaround and Brain Tattoos. She has also been a monthly columnist for Fast Company, and has appeared in business and industry venues around the world.
Check out my interview with Karen Post to receive valuable tips and advice from Karen about:
- The Role of Branding in Attracting and Retaining Clients
- What Builds Your Brand
- The Role of Branding Throughout Your Business
- Common Brand Meltdown Mistakes to Avoid
- Tips to Avoid Meltdowns
- The Power of Relationships
- Challenges in Building a Strong Brand
- Brain Tattoos
- Building a Brand is an Ongoing Process
- The Four Pillars to Every Brand
- Where to Focus on Sharing Your Brand
- Demonstrate that You Deliver Value
- A Brand Isn’t Built in One Day
In the interview, Karen answers the question “why is branding important?” Below are some of the top tips to improve your company brand.
Why is Branding Important Infographic
Why Is Branding Important? Tips to Improve Your Company Brand
Tip #1 – Make sure who you are and how you are perceived is in alignment.
Often businesses get busy building their business and lose sight of what their customers think. They don’t check in with their customers regularly, don’t hear things, or don’t want to believe what they hear. Then there becomes a big gap and that’s when you get into troubled waters.
Tip #2 – A great brand is championed by every single individual within an organization.
Brand is very big. It encompasses everything. That’s why it needs to move from a marketing department discipline to a company-wide culture mindset. There’s not one department within an organization that should not be sensitive and mindful of the brand. Even if there’s a small group of individuals that may be crafting the message, keep employees involved in championing the brand.
Tip #3 – Open communication throughout the organization can help prevent brand meltdowns and better manage them if they do occur.
If that information exchange never happens, you’re likely going to have more liability and harmful exposure. Open communication helps direct your employees to best manage a brand meltdown and it increases the faith your employees have in your business, which will be reflected in the message they send to your customers.
Tip #4 – Build a tribe of brand advocates.
One thing that every brand needs to think about is building their tribe of advocates and champions of their brand and having good relationship with them. They will help spread the word of your brand during the good times, but you can also help support you during any brand bumps.
Tip #5 – Having fewer resources can be an advantage because it forces you to be more creative and focus.
Being small and having less resources requires you to work with what you have and stay streamlined and focus. If you have a complicated, wordy, not clear brand identity, the likelihood of it sticking is much lower versus if you have something that’s very simple, very clear, very punchy, and is distinct.
Tip #6 – When you try to be everything to everybody, you’re nothing to nobody.
When you’re a strong brand, you mean a lot to a defined group of people. Know your target group and focus on deeply connecting with them through your brand.
Tip #7 – If you’re not distinct, you’ll have to compete on price.
When a company uses the same language, same stock photos, and same colors that their competitors use, the buyer will consider price more than value, because the only difference appears to be price.
Tip #8 – Build your brand on the four pillars: purpose, points of distinction, personality, and promise.
Understand what your purpose is. Why do you show up to work every day? Be clear on what makes you distinct. How are you different? Describe your personality. What are three or four adjectives you’d use to describe your business? Define your brand promise. What is the end benefit to a person who decides to do business with your brand?
Tip #9 – Don’t tell them who you are. Be who you are.
What is less said is better understood. Walk the talk. Demonstrate that you deliver value. You shouldn’t ever feel like you need to tell them who you are. Your consistent actions should make it clear to your clients who you are.
Tip #10 – Building your brand involves deliberate, consistent effort.
Branding is not about tactics. It is the result of very strategic, long-term behavior.
Watch the interview below.
To learn more about Karen Post and why is branding important go to http://www.brandingdiva.com/.