What Does Your Brand Say About You Behind Your Back?
It’s a known fact, you as a business owner can’t be everywhere at once. Well, not physically anyway, but with modern marketing tools to assist, you can come close. But what does your brand say about you when you’re not around?
Does your website offer a brief look at your business, so potential clients quickly get the information they need to make a decision? When a client meets with you in your office, does the experience match what they saw online? When they leave your office with a business card or brochures in hand, can they make the connection back to you? Is your social media messaging conveying those same brand aesthetics and values?
The world is moving at the speed of light, and if you are like many businesses, you are doing your best just to keep up. Often that means producing marketing materials on the fly for different mediums like print and online without really stopping to ensure they represent your brand consistently and appealingly. For a short time, that strategy might work to get you through. Still, it is essential to create a consumer experience that crosses platforms and performs more effectively in the long run.
Enter the brand audit. It sounds daunting, but actually, it's kind of fun, especially if you learn how to make modifications that could bring you more leads, clients, and revenue. There are thousands of ways to look at your brand, but for simplicity's sake, let's focus on four touchpoints that give you the most bang for your buck right off the bat.
Experiential — This includes the way clients/prospects are welcomed upon arrival, the office interior look and feel (artwork, lighting, or seating) and your telephone hold message or music. Don't underestimate the offline experience's value as it often sets the tone for the entire client relationship.
Visual — Design elements such as your logo, website, the company approved fonts, and employee headshots say a lot about your brand. It's crucial that your website aesthetically "match" the offline experience. Your website must make a connection, help build trust, and reassure all in about 15 seconds.
Digital and Social Media — So many times, businesses use digital marketing more like an add-on than accepting it as a viable part of your marketing strategy. Every digital touchpoint from out of office messages to social media profiles says something about your brand. Digital marketing, done well, can be a powerful ally in amplifying your brand message and values to reach new markets and communicate regularly with current clientele.
Print — In a digital world, printed marketing materials reinforce your company's credibility. Printed marketing is a tangible resource that uses the aesthetic qualities of font, colors, images, and texture to establish brand recognition.
Is your brand correctly telling your story? Find out today. With decades of experience in strategic branding and marketing, we can help you consistently deliver on your brand promise at every stage and make your brand more effective and profitable.