Its becoming increasing common for the clients to evaluate, and make, purchasing decisions online. Just look at your own buying habits – how often have you reviewed the contest before even walking into a shop (if you go into a store and not buy online!) .
So, what’s branding? It essentially boils down to your customers’ perception of your business and includes personality, personality, and values. Branding should extend to your storefront/office, all signage/print materials, website and internet presence, customer service and staff interactions.
Where do you begin?
Do your research – who are your competitors, what do their websites look, feel and sound like. Should yours stand out from the crowd or be in accord with the industry. What makes you unique and stand out from your competitors? Depending on who you serve (and understanding their needs) will dictate your direction.
Know who you are and who you serve (a little more research!) – what do your clients care about the most? Put your customers first – cater to their own needs from your site first, start with simple to find contact information. Ask yourself whether the backup is too long or is filled with jargon. Is your content arranged on the page so its easy to read, does it tell a lot of the story to be helpful, do you provide testimonials to facilitate decision making, are your packages/pricing easy to find and understand? Will they know what they’re getting? We have a great worksheet that helps clients understand their client, if you’d like to receive a copy – please send us an email! We’d be delighted to send it along.
Define your mission statement and vision -All actions and communication should tie back to your own mission statement and vision, and your brand should reflect your future goals. Let’s take for instance your vision is to recreate an industry and stand out by turning the industry on its head, sounds radical? Now what if that’s your vision, and your website is shades of gray with very formal text, heavy with jargon. How does that speak to your eyesight?
Layout and Copy – don’t underestimate the power of visual appeal. Create a logo that is recognizable and select a colour palette that reflects your voice and values. The structure of your website should be easy to navigate, with clearly laid out text, that’s easy to digest in a transparent font (not too scripty and difficult to read). Copy ought to be professional and demonstrate experience while talking in a language that all can understand. Your copy needs to be clear of typos and grammatical mistakes (enlist the support of an editor, or at least have a reliable peer review your content).
Social networking is an extension of your brand, this includes both look, feel, and content. Use social media to expand your reach with timely answers to fortify your dedication to customer service, quality information that is curated and created in line with your vision.
And one bonus tip – create a style guide with criteria for tone, voice, style; and contains standards for social websites, website design, any graphic design going forward. Do not forget to include team expectations! This is the best time to create guidelines for response time, signature lines, professionalism and tone.
We help business owners find more time.