When starting or acquiring a new business or preparing for business growth, the first thought on many people’s mind is their logo. Or they set their sights on the combination of graphics, colours and fonts which form their visual identity and say, “this is who we are.”
While a logo is what we recognise when interacting with a business product or service, a brand is so much more than that. In fact in some cases, your logo could be as little as 15% of the critical brand ingredients you need to support your business growth goals.
An iceberg is a great analogy to help describe the brand value sitting below the surface of your logo.
You have a story to tell, immense value to deliver and trust to build with your ideal audience. Put quite simply, when it comes to connecting customers to your business your logo is the tip of the iceberg that is your brand.
To have impact and remain connected with your ideal clients, you will need all the right ingredients below the surface. Let’s take a quick dive into why it’s so critical to the success of your brand.
3 things a successful brand achieves for your business…
You have probably heard the statistic that less than 3% of people are ready to buy from your company on their first interaction with you.
You have probably also heard that it takes as many as 20 interactions before they trust your brand enough to buy from it.
If you had to do the job manually, that would be an awful lot of emails and phone calls to make! Fortunately, not all of those touch-points have to be made personally by you and your team. As long as your branding is on point, those interactions could be via newsletters, social media posts, articles you have published, your company’s website, or any number of other ways.
If potential customers are receiving a consistent message and the same visual elements from your business, they are learning what to expect from you. They are beginning to understand how you can help them. Most of all, this consistency is building brand value and trust.
The story your brand tells creates credibility for your company and your story is what will draw the right kind of customers to your doors.
Highlights Your Value Proposition
It is a known factor that when you are in business, you will have competitors. Those competitors may even have a similar suite of products or services to your own business.
So, why would people choose to come to you over others offering them the same base service?
Three words… your value proposition.
Your value proposition describes how your product or service solves customer problems, the benefits they can expect and why they should buy from you over others. It is the thing that will draw people to you and make them return for more.
It is all well and good to have a value proposition and to make it known throughout your team. But, how do your prospects find out about it?
Your brand is a fantastic way of displaying all the value you can offer. That way, any time your past, present or prospective customers come across your business, they are reminded of the unique solution you can offer them.
When people are choosing a business to partner with, often emotions factor in the decision-making process. Before they invest a whole lot of time and energy into working with a brand, they want to feel some kind of a connection. Demonstrating the values, you share and your understanding of the problem they need to solve creates the relevance and a genuine connection with you.
Yes, you want your brand to stand out and be different. But there is no point being different if your ideal customers cannot identify the value of a connection with your business. So, nailing your relevance is a huge element in the success or failure of your company.
A well-crafted brand strategy defines the value you offer to your business customers. Establishing relevance within your partnership builds an authentic connection with high value, loyalty and business prosperity.
As you can see when it comes to connecting customers to your business, your logo is just the tip of the iceberg!
It’s the strategy and brand management structure below the surface of your identity that are critical to the success of your brand. They ensure you create a lasting impression with your ideal clients and present a consistent brand that’s aligned to your business goals.
If you’re looking to build a brand that achieves these goals for your business, let’s talk…
- Our brand is relevant with our customers
- We build credibility each time our customers interact with us
- Our visual identity and messages highlight the value we offer our customers and sets us apart from the competition
Request a 30 minute discover chat with our brand strategist Tash by clicking here.