Getting the branding of a business right is crucial. Creating a positive reputation in the eyes of the public can play a large part in the growth of a business while a negative reputation can be extremely damaging.
The reputation a business gains may be based on a variety of factors. A major one, of course, is the work that a business has done and whether this is to their customer’s satisfaction. A positive reputation partly comes from pleasing customers and offering value for money. If a business is constantly upsetting customers their reputation will suffer. A reputation can, though, also be gained through the right marketing and branding; presenting a brand in a positive light.
Means of Enhancing a Brand
There are a number of avenues that can be utilised to get a company’s brand into the public consciousness. Having a memorable logo is one of these. Many brands become known due to their logo, or at least partly due to it. It can help a company to become better known and stand-out. It is usually part of a more holistic marketing approach, but an important part, and something that many businesses use to become more recognised. Advertising also plays an important role in branding; after all if people aren’t aware of a company they cannot purchase their products or services. How a business presents themselves in their advertising - whether it is through television adverts, online marketing, or other forms of advertising – will influence their reputation. It can help them appear modern, exciting or trustworthy. One of the other tools businesses use for branding is their website, something that is gaining in importance. Websites have become a great means of organisations being able to inform customers and potential customers and influence their reputation. It can be used to accentuate their positives. There are now social media platforms, such as Twitter and Facebook, which can also be used to enhance a brand.
Impact of Branding
Good branding can play a large part in gaining the trust of the general public. It can be used to inform what a company does, how they do it and what they do well; how customers can benefit from using them. The right branding can be utilised to not only make the public aware of a business but to give them a positive reputation. Poor branding, on the other hand, can be disastrous. A negative reputation will have a major impact on the amount of business that is generated. A reputation can play on the subconscious mind of the public. As soon as a brand is mentioned many will have an instinctive picture in their mind based on their reputation and their branding.
The most successful brands are able to position themselves in a positive light to the public, or at least in the mind of those they see as their target audience. Therefore, deciding on branding is not a task that should be taken lightly. It is important to get it right and a small mistake can have troubling consequences for their reputation.
Andrew Marshall ©
