When you think of the word “brand” what is the first thing that comes to your mind? There are a lot of different companies that come to the forefront when using this term, but what does the word “brand” actually mean? The first definition of brand is the name given to a product or service from a specific source. When used in this context then it’s easy to think of “brand” as being similar to “trademark.” There are a few things that you should keep in mind when you’re using your brand to advertise your agency.
What does your brand say about you? This is your logo.
What do people feel when they see or hear about your brand?
If a customer worked with another agent would they get the same experience?
What is the first impression people have of your business?
It’s important to touch on what your brand says about you. Think of your brand as your personal logo that advertises who you are to the rest of the world. Similar to the same way that large brands such as CVS or Walgreens are able to sell who they are simply through the recognition of their logo. One of the reasons they are so recognizable is due to the rapport they’ve built with customers they’ve served. Think of your brand as more of a personality than a business card. Does your brand create an air of professionalism or is there something left to be desired? Think about the type of personality that you want your brand to have when you’re putting together the elements of a brand guide. What type of tone do you want to convey? What do you want people to feel when they think about your brand? These are the types of questions to be asking yourself. Would you want to purchase a product from someone whose brand is bland and sloppy or are you more likely to buy from the brand that appears sleek and professional? Trick question! It should always be the brand that’s sleek and professional.
The next thing that you want to be taking into consideration is how your brand makes people feel when they hear about it or see it. Take a look at the commercials that Coca-Cola puts out or even some of the labels on their product, they invoke a certain sense of sentiment and happiness. That’s the way you want your customers to feel when they look or think of your brand. Due to the emotional connection they feel when they see that brand or logo it helps associate pleasant memories with the company itself. You want to be able to evoke that kind of emotion in your own customers, you don’t want them to have any negative moments associated with your brand because that means that’s negativity associated with you. Think about some of the things that you, as an owner, are able to do in order to make sure that your brand is connected with pleasant emotions and feelings.
Think about your brand and what you have to offer. If customers began to work with another consultant would they be getting the same experience or is yours individually tailored to their needs? It’s easy to be able to appeal to a customer simply by catching their eye with a stylish brand or a nice product, but what you need to think about is what benefits you have to offer. What is your agency able to offer that other agencies won’t? Don’t just sell a product, sell an experience. That’s a common theme throughout this industry that can be tied in with so many different aspects of how to improve your agency.
The last, and biggest, thing that you should focus on is the first impression that people have of your business. A lot of people don’t think that a first impression is that important, but it’s one of the most important things that determines whether or not a customer will end up buying from you or taking their time and money elsewhere. When most think of a first impression a lot of the time it’s assumed that it’s made when you meet another person, but with an agency a first impression can be made right when they walk in the door. It can be made if they’re looking at your website online or even looking at your brand guide. It isn’t simply when speaking to another person so make sure you’re thinking about whether the inside of your agency is clean or whether your website is up to date. What people think of you and your agency are equally as important and the first impression can be the difference between a loyal customer or a bad review.
If you’re interested in branding or maybe you just have some questions for us then please don’t hesitate to contact us. We’d love to hear from you or help with anything that you feel you might be having an issue with. Take the first step because we’ll be waiting!
