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Creating Your Brand Ethos

Every business has a brand even if you start with the intention of never creating one, and developing your brand all boils down to how every activity of your business is conducted from your social media right through to how you treat your employees and clients.

What message do you give your employees and clients about your business, what do you want them to come away with after having an experience of your business?

Your brand sets an expectation. Each part of this brand must help your business to deliver on these promises and help your customer understand your values and why they are important to your business.

What goes into creating your perfect brand?

Logo

Probably the most powerful part of your brand, it’s the first impression any client gets of your company which is why it is so important to hire a company which understands the market and researches your ideal clients and competitors. If your logo gives the impression of friendly local service your business should provide that very same service, if it’s more corporate you need to show a more professional edge, the smell of freshly baked cookies may not be quite the ticket to help promote a professional feel.

Website

Most people like to research any company they come into contact with, I want to order a new washing machine, so instead of opting to my nearest electronics store, I’m comparing goods online across companies for the very best deal. Here having a site which is clear, user friendly, and provides a quick and easy way to get in contact with the company helps tremendously. It’s all about making the life of your client easier. Not only does your website have to be easy to navigate it also has to be able to further the message of your brand.

Social Media

We’ve already written a couple of articles on the power of social media, but here you truly have a chance to shine. By one you can target people who are looking for suggestions on which washing machine to buy, but also you can also reply to positive and negative feedback. Being able to reply to your customers concerns in a manner which also fits your business. Some companies will respond in a more abrasive manner to criticism from customers, whilst others have a more polite response to criticism. Both have their merits depending on who their ideal clients are.

Bricks and Mortar Stores

Here you have many elements at play, from the layout of your store, to the sights and the smells, the displays of products, how light your store is, what type of sounds are played through the store and the positioning of signs and the special offers. There are uniforms to consider and staff behaviour policies in place, how should your employees deal with a complaint? What are the policies for staff training, discipline and promotion? What about your packaging? If you’re a company who highlights care of the environment it would make more sense to use paper bags or even cotton bags depending upon your company’s budget. The same goes for where your products are sourced. Environmentally friendly and fair trade employment policies should equate to providing ethical goods and ensuring those goods are responsibly sourced.

Public Relations

We’ve all heard the typical saying, hire a PR firm when the going is challenging, when things are going wrong, and typically this is what a PR firm is known for. Providing spin and turning a negative into a positive.
Had an oil spill through cuts to the maintenance budget? Hire a PR firm to find a solution which appeases the people affected and those beyond. This though isn’t the only use of PR, it can be used more carefully to garner attention for a brand new product, or a new way of doing something which is far more effective than previous methods. How many times have we all picked up a magazine, flicked through and found an advertorial? This is PR. Bringing a new product to light and highlighting the value of this new product whether that be a new hair serum or even a health product which is packed full of helpful tips to maintain your health.

Sponsorships and Social Movements

Big and small companies alike join up to sponsorship programs, donations to a charity or even a local community group. It works. It helps build trust and shows that your business cares about other people. Even still your business has to be clever with who you affiliate with. Do you want to affiliate with an organisation which discriminates against groups of people or would you rather support an organisation which tries to combat discrimination. Both have an affect on your business. For example: Campbell’s soup who openly supports the LBGT community with their two dads advert [http://www.youtube.com/watch?v=7rZOMY2sOnE] was hit with bad reviews on their social media from a traditional community. Whilst others from more open communities supported the company’s efforts to show the modern family.

So many individual elements are at play in the formation of a brand and every single part helps to create one big picture that clearly demonstrates the values of your company. Therefore it is important to use a company which both understands the markets needs and the needs of your business.

Get in touch to discover how to make the most of your brand with our free consultation.

Why Your Business Needs Twitter

One of the first things we ask a client when they want to take their business to the next level is “What is your social media presence like?”. The reason we ask this question is because in this era when everyone and everything is online it would be foolhardy not to harness the powers of social media.

Let’s put this into perspective.

By 2018 it is believed that one third of the entire global population will be using some form of social media whether that be Facebook, Twitter, blogs, forums, etc, so there is no better way to get your brand/business/products out there to a large (understatement?) audience and quickly.

Today we’re going to talk about Twitter and why your business should already be there.

You may think that as a small to medium-sized business you don’t need to have a Twitter presence but this couldn’t be further from the truth. Those regular 140 characters could mean the difference between your business being successful and not. Here’s why.

Stay in touch with your customers

Twitter is the ultimate tool to interact with your existing customers. You can inform them of new products or services (make sure you don’t do this too often so you don’t come across as a spammer as this will be detrimental to your business). You can converse with your customers by using Twitter as a live customer support service and answer queries or respond to complaints, this shows publicly that you care about your customers. The more you care the more loyal your customers will remain.

More customers = more sales

In the fourth quarter of 2015 Twitter averaged 305 million monthly active users (source Statista.com). That’s 305 million people who could potentially become your customers. You may not cater for all Twitter users but you will find many hundreds, if not thousands, of people who will find your business and/or products useful and live local to you. You can boost your brand and sales considerably by promoting your business and its blog and any special offers/discounts. And the best part of using Twitter is it’s a free resource.

Stay ahead of the competition

You know who your competitors are? See what they’re saying by spying on their Twitter account. What services are they offering? Tweet that you can do it better. Are your competitor’s customers complaining about the service they’re receiving? Try to poach them by sending them a tweet and telling them why they should try your company instead. We’ve seen many companies use this method to poach customers and it works. It may seem underhand but that is the nature of business today, business is a beast.

To make the most of Twitter’s powers always make your tweets interesting, to the point and useful. Better still, why not let us do all the hard work for you. Get in touch with us today to see what we can do for your business.