Building a Better Brand Through Consistency

By: williamjones
November 1, 2008

By: Trynka Shineman

Let’s face it—every organization wants a great brand. One that exemplifies your corporation’s best qualities and one that makes every customer want to purchase your products and services. Some of the most successful organizations in the world have worked hard to build and maintain a brand that people remember. However it is important to note that branding is as important for large corporations as it is for smaller, main street businesses. But what is a brand and how can you use it to effectively convey the right message to your customers?

A brand is the identity of your organization. It is a unique and identifiable symbol, association, name or trademark that differentiates your business from other competing products or services. No one element makes up a brand; instead it’s a compilation of many pieces and parts. It is both a physical and emotional trigger to create a relationship between consumers and the product or service.

Whether you have a physical establishment, conduct your business online or both, the first interaction any customer has with your company defines your brand. Are you friendly and helpful like L.L Bean or self service like Priceline? Do you offer something no one else does or are you fighting for customers in a market with multiple competitors?

Communicating the Company Brand
No matter what you decide do to promote your business, be sure to consistently communicate your company’s brand values. Don’t just assume your employees know what your organization stands for. Tell them and tell them often through regular training activities.

New hire training, new position training and quarterly update training are important to put in place. Reward personnel for behavior that exemplifies the values of your company and be sure to correct those that do not follow the appropriate course of action. But beyond that, build your call center or in-store service centers on those values to enable your employees to carry out the brand that has been defined for them.

Making Your Brand Cost Effective
While companies can spend millions to build their brands across every aspect of their organization, it has to be done more cost-effectively at smaller businesses. The first step in doing this is to provide all frontline sales personnel with the tools necessary to build the corporate brand successfully.

These tools include templates of marketing materials such as presentations, direct mail pieces and company literature that can be customized and personalized according to target market. They could also include special customer promotions, new product or service announcements, even birthday or holiday card wishes. Presentation folders, letterhead and business cards should also be provided.

Beyond the basic tools necessary to protect the brand, consider arming your sales force with gifts for customers. Appropriate giveaways can make a strong impact on brand communication, ensuring that your customers think of you when they need to purchase.

Consistency is Key; Evolution is Natural
Regardless of brand choice and implementation, consistency across the board is the key. You must ensure that every aspect of your organization—from marketing materials and Web sites to customer service personnel—maintains the values outlined in your brand. Reaching brand nirvana is not a difficult task; it is just one that requires focus and attention.

Once clearly defined, communicated and practiced, your brand will likely evolve over time as your organization grows and expands. Perhaps you expand your product line, refine it or maybe you even venture into a new market. Regardless of what you do, don’t be afraid of the growth. Simply make sure it is communicated appropriately and practiced through delivering on the promise. The investment will pay you back in spades.

Trynka Shineman (www.vistaprint.com) is chief marketing officer of VistaPrint, the small business marketing company.

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—Michelle Payne