Branding is more than simply slapping your logo on a letterhead and business card. Although there are loads of definitions, for our purposes, a brand is a promise. And guess what? You don’t even own it. It resides in the minds of your clients, prospects, suppliers and other business associates. It’s their expectations about doing business with you. It’s your reputation in their minds. It’s their complete experience with your business.

Will it be a good experience or a bad one?

In as much as you don’t really “own” your brand, you do own your brand assets. Those are the elements you use to express your brand promise and make a connection with your clients. Brand assets can include your company name, logo, tagline, colors, typography, how you dress and marketing materials such as brochures and your website. They’re all the sensory touch points that your audience has with your business. In addition to the visuals, companies are now moving toward using scent and sounds as part of their branding arsenal.

Beyond these, branding elements include your customer service, the interior design of your location, architecture, how you answer the phone and such.

Your branding efforts should be authentic, differentiating, sustainable and consistent.

It’s important to look at your business’ touch points from the point-of-view of your audience. Are you consistently fulfilling your brand’s promise? Do you make it easy to do business with you? Are your branding elements consistent across the board?

The reality is, you and your practice are a brand. What can you do to create a seamless, positive experience for you clients and what visual assets can you develop to express your brand?

Food for thought.

Until the next
Marketing Minute
all the best,
nt