Just what the heck is Branding?
Graphic Designers help you with your ‘visual branding’, you know your logo design, marketing collateral such as brochures POS and the like, websites, the things that make you look good.
BUT if you don’t have your 'business branding and strategies' in place, no amount of glam glitz or glamour will help you keep a healthy client base coming back for more.
What are Business Branding and Strategies!
It’s about developing and continuously adjusting:
- quality customer service policies
- business systems and procedures
- communication policies (offline and online)
- customer touch points
- knowing how people interact with your business – how your staff speak to customers (in-store, phone and email), see below for a bad customer experience ...
Marketers, Public Relations, Business and Social Media specialists (and sometimes designers depending on their speciality) can help with your business branding strategies, but I like to think it is all a matter of common sense.
An example of bad branding (customer experience)
I’ve recently delved into the realms of kitchen mastery, well at least trying a few new recipes. One particular recipe was full of wholesome products I don’t normally cook with.
I went on the hunt for ingredients ... so logically, the creative person that I am, I ventured into a well polished visually branded store. The logo design was superb, lovely website, signage etc, the kind of account every designer would love.
I had a great sense of optimism, feeling fresh and ready to embark on my wholesome cooking adventure. A while later ... after trying to locate various ingredients and feeling a tad overwhelmed I tried to seek help. I finally got the attention of a shop assistant and was quickly rebuffed with a wave of the hand and a grunting of “somewhere over there”.
Gah, really, I gave up and walked out.
On my way home I thought I’d swing by another store selling the same products, the store not so well visually branded, the kinda store a designer thinks "yeah I could improve that".
Within 5 minutes (I kid you not) I had all my ingredients and signed up for a loyalty card.
Why and how? A good understanding of customer service and I'm betting some simple but effective establish business strategies!
An investment in good quality customer service = happy repeat customers.