Developing a brand for you and your business
Is branding for you? Are you ready to develop your brand?
In
last month’s
newsletter Susan described what is meant by branding and shed
light on some of the popular misconceptions.
(see www.tourismknowledge.com/marketing_branding.htm).
I
work with businesses and destinations to help them develop their
brands
and before I am commissioned one of the most common questions
I am asked is “Surely only multi-national companies and well-known
destinations can be brands?”
Although
branding is most often associated with much larger businesses
that make
tangible products such as Nike or Mars, every business
makes something (or offers a service) and wants to promote itself.
Every business that is serious about success should clearly understand
and develop its brand. In this sense, its brand isn’t a logo
or identity – it’s the set of rational and emotional
benefits it can offer its customers.
Branding is about making a product or service known to as many
potential customers as possible, consistently, with the most effective
use of time and money. Branding is about repeat business. Branding
is about effortless referrals. Surely a benefit to any business!
I
also advise that another way of describing a brand is to think
of it as ‘your reputation’.
All successful companies understand what their customers and
clients think of their product
or service. It is therefore important that if you are really serious
about stealing a march on your competitors you need to understand
what aspects of your reputation are most attractive to your customers
and how to make sure you portray a positive image that ultimately
sells what you are offering.
Here are a few questions to start you thinking about whether
you have everything in place to start making your business a
brand and differentiating it from your competition, no matter
how large or small your company is.
1) Are you really passionate about what you are doing with your
business, service or product?
It takes an amazing amount of energy and persistence to make a
business take hold in the customer's mind. With more and more competition,
it's important that you set yourself apart. Passion and enthusiasm
go a long way to making this happen.
2) Do you have a big vision for your business, service or product?
Do you dream of reaching lots of customers in different ways with
your product or service? Do you see a way to deliver your product
or service to an increasing amount of people with less and less
effort? Have you thought about moving beyond an hour-for-hour way
of providing your service? All of these support a big vision – crucial
for businesses that want to develop a brand and grow.
3) Is your product or service a real benefit to lots of customers?
It's important that you answer this one as honestly and openly
as possible. Do you regularly ask your customers and clients
what they think? Only by understanding whether you have an appealing
product or service can you take your business or service forward
and maybe you will have to develop even better products and services.
4) Are you prepared to surround yourself with a team or improve
your skills to achieve business success?
Whether you are a sole trade or the owner or manager of a larger
business it’s important to realise that you don’t have
all the skills or knowledge that you need to succeed. Successful
people realise that they need other successful people to support
them whilst maintaining control, to take on responsibilities and
activities, that they don’t have the time or ability for.
If some of your answers are negative then you need to address these
issues now, as to create a successful brand you need a PACT; Passion,
A Big Vision, Clear Understanding of your Customers and a Team
to support you.
In
the meantime, perhaps you'd like to join us on our the free/low
cost branding workshop? www.tourismtraining.info/events.htm for
more details. Catriona Campbell
clear thinking communications
www.clearthinkingcoaching.co.uk
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