How To Create a Brand That Stimulates Trust| Sales & Marketing Training
What is branding?
That thing they burn into cows
A logo
A slogan
I don’t really know, but I’ll look like an idiot if I admit it.
What is branding? The basic fundamental of branding is the process where a business makes itself known to the public and differentiates itself from competitors. Branding typically includes a logo, color, name, phrase, design or idea that makes it easily identifiable to the public.
Many firm owners and marketing professionals get carried away with the concept of branding. Most branding efforts end with wasted dollars and little results. One managing partner said he’d “thrown $100,000 down that rat hole.”
Branding is a way of “packaging” a professional firm. It should position you uniquely in people’s minds. Branding should not only attract new clients, but reinforce your existing clients’ buying decisions.
Firm Consistency
The point, of course, is that if you work hard to make your service that much better than everyone else’s, you want to make sure that the differentiation isn’t lost on your prospective buyers. In fact, you want to go out of your way to make sure they don’t miss it.
The problem in branding your firm is the lack of consistency from one partner to another. The reason that McDonald’s has one of the most successful brands is not because of the gourmet quality of their food. It is because of the consistency of the customer experience worldwide. The potential customer believes that each McDonald’s experience will be the same.
The same cannot be said of a firm. Each partner or associate is a separate experience in many firms.
Branding Is Personal
The fundamental reasons why brands work are two folds:
(1) client trust
(2) service consistency.
(3) trust – requires integrity, concern & results.
From the client’s point of view, a professional firm can have the highest integrity and achieve excellent results. But without concern you will be un- successful in establishing trust. That’s the personal side of branding.
Conclusion
When your firm is consistent across partners, you are more easily able to build like and trust. Trust and consistency build a brand.
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