Identify Yourself...
posted on: Thu-Apr-30-2009 by Darren Langham
All businesses have an identity and brand image, from the name you choose through to the way you deal with your customers. The manner in which you portray and conduct your organisation is vital, not only to yourself, your competitors but most importantly to your customers.
So why do many businesses and organisations neglect how they present themselves effectively in the marketplace?
Is it because they only see the cost implications, or there is nothing to consider, as it will take care of itself or some other valid excuse?
Key decision makers need to see that developing and implementing an identity for their organisation is an integral part of the marketing mix. Think about it this way, we are all consumers; we all have personal preferences and choices to the products and services we buy into. For instance, when you do your weekly food shopping you identify the items you need and then choose to purchase them at a particular outlet. Why did you choose to go there? Why not the shop a couple of minutes walk away?
The outlet you have selected is because you believe in them and recognise their brand. They have communicated to you before you reach the shop and conveyed a similar message to you while you are walking around making further decisions. It is the exact reassurance we require to go back again and again until we decide otherwise.
Okay so they might have an unimaginable budget to promote this to you, but they see it as a long-term investment where they gain your trust and custom over time.
You don’t need to spend hundreds of thousands or even millions pounds to do this in your own organisation, you just have to consistently communicate in a considered and thoughtful way.
On a final note, think about the experience you want to give to your customers when they receive something from you or when they deal with you.
Look forward to hearing how you raised the awareness of your products and services through your brand.
Article originally featured in our newsletter, Spring 2008.
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