Archive for June, 2009

Internal Branding – Employee Buy In

When you developed your brand, you were not just creating a logo or tagline.  You were also creating the experience that you want each customer to have when using your product or service. This experience should create strong positive emotions, inviting the customer to trust and become loyal to it.  But no matter how strong of an experience you create, if your employees do not uphold the brand as well, the experience can be lost. This is why it is just as important to promote your brand internally. Internal Branding is the promotion of the brand within your organization. It reinforces the vision, capabilities and market position to your employees. With the help of internal branding, a sense of pride should be established within the company. This pride will then overflow not only to the existing customers, but to all the people who come in contact with your employees. The pleasure the employee shows to be working for an organization itself speaks volumes about your company. Along with that, the behavior this employee exerts while representing your organization affects the brand image. To ensure the image remains positive, it is important to make the company’s image very clear to each employee.

Internal branding can be done in a variety of ways, whether through something simple like the employee handbook or an email all the way up to company events. However you choose, to make sure the customer continues to have the experience you wish, brand internally on a continuous basis.

An Online Presence

As we continue to become more dependent on computers for business and commerce, it is essential to develop a strong online presence to remain competitive. One of the most important ways in doing so is through your online branding. Just like its offline counterpart, having a strong brand helps bring awareness to your unique business offerings, and drive customer demand.

For internet branding to be effective, it needs to attract and engage its customers. This task is not as easy as it might sound. Branding online involves more than putting up a website and sticking your logo and slogan on it. It needs to engage the user, and needs to make your online brand noticeable and apparent.

There are many different, hi-tech tools you can use to create a strong presence for you business. Graphics and animation, combined with compelling web copy and an overall website design that reflects your company are some of the most important elements that will help bring your online brand alive. It is also important to make sure that the information on the website is easy to find and navigate through.

Having a strong online presence can be the difference between acquiring (or retaining) a customer, or losing it to a competitor. Customers can leave your site and go to a competitor’s with just the click of a mouse, so a lot depends on the impression they receive from your site.

There are a lot of requirements for having a successful online branding strategy. For help in making sure the correct requirements are met and exceeded, call Dailey Marketing Group at 1.888.DMG.MKTG.

Ten Branding Tips

Your brand is comprised not only of your logo or tagline, but also the experience and perceptions your customers have of your organization. And ultimately, the message that your brand resonates is not that which you want people to hear, but is the image people have developed about your company.

In order to make sure the take away message is what you want, it is important to undergo a branding strategy. The branding strategy is one of the biggest challenges a company will face, but also one of the most important – it is what determines the company’s identity. Because your identity will be communicated frequently, and in multiple ways, it is important to develop a consistent message.

While the undertaking of branding may seem rather daunting, it is worth the effort. Below are some benefits to having a strong brand:

  • Branding is what gives your company value and separates you from your competitors.
  • Enhanced perceived value allows for top pricing and shelters you from price competition.
  • Branding will provide protection in times of negative press.
  • A strong brand enables you to launch new products and services more quickly and cost effectively.

Your brand will come to pass with or without your effort. Branding and brand management is tough work. We have listed some guidelines on how to get started:

  • Make sure everyone is involved, from top management to the janitor, for ultimate success.
  • Research the successful competitors. Study their communications and how they position themselves.
  • Study what values are most significant to customers. Develop a questionnaire and interview key customers and prospects.
  • Develop a strategy from the information you gathered. It must be achievable and differentiating.
  • Leverage brand strategy by integrating marketing communications. Check for consistency of all communications from every department. Sending a cohesive message will build brand equity.
  • Evaluate and measure performance. Make changes as needed but be patient.