What Does Your Brand Say About Your Company?

Your mixed messages can hurt your business

A few weeks ago, I was browsing the internet and realized there are a lot of companies out there that present themselves as experts and talk the talk, but when you go to their website, you are hit with a bewildered feeling that they don’t quite practice what they preach.

As an example, after googling marketing firms that specialize in branding, a lot of companies managed to be on the top list of the search. My initial thought was “Wow! These guys must be on top of their game to be on top of the list…” Well I was wrong, as I clicked on the link…I was amazed in how poorly they represented their company and had a big disconnect with their messaging. Though they were successful in their page ranking (which is important as well), they neglected to create a cohesive brand experience with what was stated and what was seen.

A brand, simply put, is a promise to your customer. It tells your potential customers what to expect from your product and services. Your brand is derived from who you are, who you want to be, and who people perceive you to be.

If you say that you are the “expert”…then, present that you are an expert at what you do with all your business communications. (specially in your website for starters.)

If there is a disconnect in your communication with the marketplace, what do you think potential customers perceive?

Here is a few things to consider about your brand:

• Do you have a great logo that matches your overall brand messaging? A logo is just a part of your brand that is outward facing to the general public. It should remind people of your product or service and have some kind of emotional pull to it.
• Do you know your brand messaging? What are your key messages that you want to communicate about your brand? Everyone in your company should be aware of your brand attributes.
• Is your brand integrated in every aspect of your business? Are your corporate materials consistent such as your stationery, website, and product packaging?
• Do you have a distinct “voice” for your company that reflects your brand? What is unique about your company and your brand?
• Be consistent with your brand.

If you find yourself puzzled in where to start or probably feel that your company needs to re-visit its brand strategies, let us know. We are here to help.