Business Branding Design – Attracting and Retaining Customers

Building profitable customer relationships

As a business owner, you have to be committed to constantly evaluating your business practices and making necessary changes if you want to see growth. If your small business has plateau’d or is not as profitable as it should be – it could well be that you are failing to connect effectively to your customers because your business identity and messaging is simply not attractive to them.

So; how does your business generate and foster new valuable relationships? Well for starters, there are dozens of companies that offer the same service or products as you – so this can be a very tough job. If the business and staff mechanics are all good to go and you have a marketing strategy in place, it could well be that your brand or business identity needs to be different and better than your competition – or maybe you simply do not have a brand identity system in place at all… It’s all about being different.

Compelling business branding design presents any company, any size, anywhere with an immediately recognisable, distinctive professional image that positions it for success. An identity helps manage the perception of a company and differentiates it from its competitors.

Making a difference

Companies that have not invested time and money in clearly differentiating themselves from the competition will struggle to make an impact on shared potential customers. Differentiation is the key characteristic that will make your service unique – it is what makes you distinctive in the marketplace, and it’s not just the way you look – it’s the promise you offer.

It is sometimes called your Unique Selling Position or your Core Idea and is the key reason why someone might choose you over one of your competitors. Or vice versa. Is this something you have thought about yet?

You need to dig deep to discover your USP, what your unique and authentic voice is and it is certainly not easy to do, but it’s well worth the effort, as your company will connect more effectively. Find that one simple thing that defines exactly who you are; why you do what you do; and how you do it best for your customers.

Can you explain what your company does and what makes it different from its competitors in just one sentence? Based on this core idea, a brand identity is the vehicle needed to express that visually – an identity that encapsulates and communicates what differentiates your company – this key idea or story that resonates so well with your customers.

Why do potential customers buy from your competitors instead of you?

Knowing the answer to this question can define the future of your business and the level of brand loyalty you cultivate. Understanding what drives your customer’s choices is difficult, because you need to decode the conscious and unconscious motivators influencing your customers’ purchase decisions. That’s not an easy task, but it’s well worth the effort to do some research into defining exactly who your target audience is and what their preferences towards business branding design are.

Another good starting point is to identify any substantive differences between you and your competition. This involves focusing on what your customers actually want that they are not at present getting. You need to deliver value in some way through your products and services and so focus on the customer’s needs, this usually means addressing their pain, solving a specific problem or enhancing their life in some way.

Business Branding Design. How do you separate yourself from the pack?

So, list all your competitors; check out their websites, social media and profiles. Find out what makes them tick, what they do well, what is average. Perhaps more importantly, what they do badly, this may just be the perfect niche that you can focus on and develop the single idea that differentiates and gives you a USP that makes you better or more appealing to your shared target audience.

An emotional connection

So a well crafted business brand design creates connections that bind your business and your audience together. Faced with two companies that offer generally the same thing at the same price; people tend to connect and choose at an emotional and visual level. A business brand which reaches the heart as well as the mind of its audience makes a more successful connection to potential customers. Good business branding will not only communicate clearly that you can provide the customer with exactly what they need and they can trust you, but it should reflect the personality of your company, product or service.

So your USP will have a distinct personality that will help your brand, business, website and any other communication stand out from the competition and create that emotional connection with your audience.

A brand personality is like a framework that helps a company or organisation shape the way people feel about its product, service or mission. A company’s brand personality elicits an emotional response in your specific consumer segment, inciting positive actions that will benefit your business.

Your unique and authentic voice

A big part of the brand personality is the Tone of Voice – how you talk to your audience, what language you use is also determined by carefully identifying your target audience, you simply cannot appeal to “everyone” so zone in on the most profitable segment and talk them in language and messaging they understand.

Consistently delivering this same message and performance through all lines of business is reassuring and helps keep your brand top-of-mind. Being consistent helps re-affirm your customers’ trust and credibility in your brand, and helps provide clarity of distinction from competitors.

To sum up – this is indeed hard work to carry out, but the benefits of excellent business brand design are enormous. I have a free download here: http://frank-brands.com/ at the bottom of the page. This will help get you started – asking some key questions that will help gain clarity. If you get stuck – I’m always up for a chat to give advice.

Frank Brands is committed to helping UAE businesses who want and need that agency level excellence at a more reasonable price. With empathy and insight, our mission is to empower business owners – by creating unique and compelling business brand identities, website design and the best communication tools to ensure visibility, credibility & brand success in life.

http://frank-brands.com/

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