The big question you must be asking yourself is: Why should I give a damn about my corporate brand?
The Small Business Branding Blog is dedicated to the subject as is countless other blogs out there. A number of company CEO’s, leaders, marketing professionals and entrepreneurs are out here researching the topic because the branding buzz is on the radar. It says that it is important and you want to discover why.
I hope this short article can help identify some brand issues and why they make a difference in your ability to make money.
1. You use many inconsistent color schemes in your promotional materials.
Color is a visual trigger. Because it is visual, retention is easier for your customer. No color strategy, while not immediately recognized as detrimental, leaves no particular impact on the sub-conscience of your customer. Color as an icon provides a color you can own.
2. You don’t always use your logo in your marketing materials.
Not using your logo or even digitally altering your corporate logo is another of those consistency errors. It messes with your identity.
3. You use many icons to represent your company.
Icons are sensory triggers, if you do adopt them, make sure they are a coordinated effort. If you fail to control them they will confuse rather than reinforce.
4. Employees have differing opinions of what the company does to make money.
It is a problem when everyone is not singing from the same song sheet. Differing opinions lead to differing priorities from within. This will lead to a weakening of your brand when they interact with prospects and existing customers.
5. Suppliers don’t know what is expected of them.
Suppliers should have an understanding of where they fit into your brand strategy so that they they appreciate their impact on your success and are not another source of rumor.
6. Customers see your company as simply a commodity.
Price has no soul, you live or die by the sword. If there is no Unique Selling Point, you blend in with competition and all they have to tell you apart is – PRICE.
7. You have no relationship with your top customers.
Simply – if there is no relationship there is only price.
8. Organizational communications are lacking.
Conflicting sources of information within a company is the catalyst for discontent.
9. Staff morale is low.
This is a lack of vision. If your employees are uninspired, you will lose your best players and entrench your worst. This could also lead to a hardship in attracting premium talent.
10. You have no brand values to speak of.
You need values for your corporate brand. These values define your brand to stake holders and inspire communications in a fluctuating marketplace.
11. You have no idea what customers, suppliers or employees think about your company.
You’re flying blind. You’re making decisions based on assumptions and that can’t be good.
12. You have no idea what differentiates your company from the competition.
Discovering this absolutely invigorates your company’s outlook. You lure prospects with something that compels them.
13. You’ve never analyzed the competition’s brand.
You’re assuming a lot here – best to validate those assumptions. Knowing you competitor obviously assists in developing a differentiation.
14. You don’t know what your brand personality is.
Knowing your company’s personality profile helps to establish tone in your marketing materials. It also helps reveal negatives you can target to correct.
– and last but not least…
15. How you answer the phone doesn’t reflect what the logo says.
This seems like a little thing but let’s say the logo says “Alaska Box Company” and the staff answers the phone – “Good morning ABC”, it can be confusing. Which is it? Consistency is KING.
In a nutshell, if you see yourself in any of these corporate brand issues, you’re right to be out here looking for a solution. Another good article you should read here is Do you have a 360 degree view of your brand? by Drew McLellan. Drew’s perspective is a breath of fresh air.
Take comfort in knowing that most of your competitors don’t address their corporate brand seriously. Most incorrectly believe it to be their logo and marketing materials. We here at Small Business Branding all make a living helping companies sort these types of things out. Hopefully, our little discussion here gives you something to work with so that you can strengthen your corporate brand and make all your research online worthwhile.
Carmen, I’m sorry I don’t know what you mean.
Each of the 15 brand problems have accompanting text to explain why it is important to address this issue. The headline is simply a back-handed comment meaning the competition wishes you wouldn’t.
Do you view this approach as confusing. I believe I’m giving positive advice in a novel format. I could be wrong – could you explain a little more?
Thanks.
Hi Ed – nice article. I like your reverse take on the usual “15 tips”. This is a useful checklist that most companies would do well to review. I know I do re: logos on all docs etc. Nice one!
Will
Hi Ed, these are those must-read points for entrepreneurs to think about their companies and brands. Excellent!
Aren’t you afraid that your company after such sort of advices won’t have clients?
Thanks guys, it’s interesting how great minds think alike – like William’s example of top managers in a room – I tell company owners that I meet to go back to their offices and ask the first group of employees what it is the company does? I’ve had one executive so turned on by the replies (inconsistent) that he took the exercise to all 250 shareholders.
Even with my own service, I constantly watch how I position myself in everything I do. My brand is everything, which is why I’m also curious about Carmen’s comment. I am always prepared to learn how I might improve what I do and how I promote it, by following my own advice as well as peers I respect.
I appreciate your comments which add a great deal to my article.
Excellent points. If a company is void of any branding standards, then these 15 points almost always pop up. Getting everyone on the same page is sometimes challenging (if not always), but it’s vital to external communications. Every communique from the company has to follow a common branding thread or else the message is lost and there is no focal point for the recipient. Put 6-8 top managers of a business in the same room and ask them to each write down in 2-3 sentences what their business does and you’ll get 6-8 different answers – – some will vary greatly. This demonstrates a lack of brand continuity within the company. You have to speak the same language, be consistent with your sales tools and hammer home your message points in a manner that the intended target ‘gets it’ and is meaningful to them.
Ed,
Excellent points, each and every one. And you are exactly right — the competition hopes like heck that companies behave just this way.
Of course, the good news is — odds are the competition is no better. Which is why branding can move the needle so dramatically for businesses who invest the time and energy to truly get it.
Drew
Thanks Drew I’m glad you enjoyed them. I suppose we should do a future list entitled, you know you get it when…
Ed,
All terrific points. Frequently small businesses don’t take advantage of branding principles because they think they can’t afford it. In fact, branding does not have to be expensive, but it must be well defined and consistently expressed.
You’re right Gail regarding expense. Like anything in our lives, it only gets expensive when we choose to ignore proper maintenance. Our brands are no different.
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