When we discuss ‘Branding’ we often think of a logo or the colours of our website. When I was having my websites updated, one designer said “You need to be rebranded” even though we had spent a considerable amount of time (and money) on rebranding 6 months before. This involved a lot of work discovering our values; colours that might reflect that; the types of clients we wanted to attract. As a company my team and I found it invaluable because if forced us to consider what the company values were and to ensure these were projected to our clients. BUT the brand also includes how we speak to our clients.
Having a great website is brilliant; thinking about the content to reflect the company values is crucial as well as the photos, video and audio content. BUT how many companies consider how they ‘TALK’ physically to their customers? Branding includes communication face to face, in presentations, meetings, public speaking, telephone, media etc. We might have the most wonderful logo BUT if we don’t speak to our customers with respect – or if we completely ignore them, we are showing a lot about our values and brand. If there is no phone number (or it is hidden) on a website, does that indicate that the company doesn’t want to talk to it’s clients? If a client has to wait 45 minutes on a high cost phone line to talk to a helpline, does it reflect how the company values it’s customers?
In the latest Superstar Communicator podcast I share a story about two software companies and how they dealt with a question. It showed their values and their appreciation of the client. I also challenge you to think about how you want to be perceived by your customers. Listen to the podcast.
Also, I am speaking at a Branding Masterclass in London on 29th November. This has a number of great workshops and speakers who will be sharing nuggets of gold on how to brand your business. The masterclass includes access to a private Facebook group for you to share ideas. Because I’m speaking, I’ve negotiated a great deal (33% off). https://blueprintmasterclass.eventbrite.co.uk
To get the discount: add the words ExecutiveVoice to the promotional code box and press Apply, you will be taken to another screen to complete you registration and your ticket fee will have be discounted from £97 to £67.