When people think of branding, they often associate it with having a great logo or a memorable name. But branding goes far beyond the visual aspects of your business. So what exactly is a brand?
The short answer is: everything.
Your brand includes things such as the look and feel of your website, your customer service and how you engage on social media. It represents every single aspect of your business. Your company’s branding will influence what people think about your business and whether they perceive your brand as being reliable, fun, modern, attractive, cutting edge etc.
Beyond just having a memorable logo, good branding increases the value of your company. For larger organisations it provides employees with a purpose and direction. When done correctly it can make getting new customers easier. When all of these parts of the business are working well, the overall brand tends to be in a good position.
After formalising a company, anyone serious about their new business will set themselves the tasks of:
Now whilst these are all essential and worthwhile jobs has thought gone into how the branding of the company fits in? Is it being done in the right way?
Let’s take a look at how the brand impacts your business:
It’s not surprising that the first thing people associate with branding is the logo; as it’s the first component that people tend to see. Logo design is critical because that simple graphic or icon will be on everything that you do. A professional logo design should be created so that it is simple enough to be remembered - but it must also convey the desired impression of your company.
A professional appearance builds credibility and trust. People are more likely to purchase from a business that appears professional and polished, rather than something that looks ‘cobbled together’ or done on a very tight budget. Getting this step wrong could seriously impact the success of your business. Once you have established a (bad) reputation, it’s hard to change it.
Positive recognition is essential because it develops a good relationship between your business and your customers.
Trust and Confidence
People are more likely to buy again from a company when their first experience was good, or when someone has recommended them. Through their own experience they too build confidence and trust with you and your products or services. Once you start to be recognised, you begin to distinguish yourself from your competitors. Strong brands can feel like an extension of you. Just think of the products you buy that you just wouldn’t buy from any other brand.
A strong brand, with a professional structure behind it, will begin to build loyalty. Once all the aforementioned factors are working in harmony, you are likely to have a customer base that will keep coming back for more.
Advertising is another component of your brand strategy. It is essential for your business to bring customers to you and communicate to the world what your business offers. If it resonates with your would-be customer, then your brand will draw them to your business.
It is important to have thought through what you want to advertise, how you want to advertise and where and when you want to advertise. Not thinking through your message and tactics properly may not achieve the desired effect that you want. If done badly, it could lose you money and damage your brand.
Branding enables your company to get referral business from those that are now loyal to you. This is where all companies want to be, as it is the most profitable advertising source. Word-of-mouth referrals are only possible where you have built a solid reputation on delivering a great product or service.
Let customers engage with your brand
Being on social media will allow customers the opportunity to engage directly with your brand. You can do this by simply creating a hashtag for your business, which should feature in every post you publish. This will help people remember the brand if they see this in every post.
Branding motivates employees
Many people choose the companies they want to work for because they are aligned with their ethos and practices. People often aren’t simply looking for work, but looking for their ideal employer. When employees understand your mission and reason for being, they are more likely to feel that same pride and passion and will align their attitude with the company’s.
Take the time to invest in your brand
Unfortunately, many businesses don’t prioritise branding and this is a huge mistake. Poor branding impacts your business in many negative ways and can threaten the survival of your company. Your brand is the face of your business. How do you want people to feel about your brand?
Invest the time, energy and resources to develop a brand that you’re proud of. This is not a quick win – good branding takes time and planning. But remember that it’s worth the investment and it will help boost your profits.
If you need advice on branding for your business or are looking for a website design in Essex, then look no further. Call Perfect Layout Digital Marketing on 01708 578 015, email us at email@example.com or complete the contact form below.
So we landed in Las Vegas yesterday afternoon for this year’s annual conference. It’s the first year that we are attending. As with any industry conference, you have to decide which are the right ones for you. You need to evaluate what you are going to gain from it and consider whether or not it will see a return on your investment.
We knew that this was the year that we were going to make it to Las Vegas and that it would tick all three boxes. Whilst we could have saved ourselves the expense of the trip, and watched the online videos when they became available, we decided that we had to be there to gain the most from the experience. It was time to head on over to meet our peers face-to-face, share our experiences and learn from theirs.
The 10-hour flight passed quickly (thanks Virgin for your stream of food and drinks - though your entertainment system’s touch screen was frustrating to say the least!). The two-hour wait to make it through passport control was not so much fun. By the time we got to our hotel, we were feeling the strain of the long day.
A little siesta helped recharge the batteries and we soaked up the bright, brash adult theme park that is Vegas. The temperature was high and the desert wind felt like someone was blowing a hairdryer over our bodies as we walked the strip - it took some getting used to!
Today, our bodies have adjusted to the US time-zone. We have explored the hotel and got our bearings for the conference tomorrow. There are plans on the Facebook group to meet up with delegates later and we can’t wait…
These next few days, will bring us up to speed with digital marketing changes and give us the opportunity to immerse ourselves with experts who have walked the path that we are walking on. We hope to make new friendships, some that may last a lifetime.
Sometimes you have to take a leap of faith and trust that things will work out and we can already feel that this will happen.
We will keep posting on our learnings and adventures, so watch this space!
Christine Huntingford, CEO, Perfect Layout Digital Marketing will be one of the guest speakers at the Havering Chamber of Commerce and Industry’s (HCCI) breakfast meeting in July.
Many business owners are busy working ‘in’ their business and rarely take the time to work ‘on’ their business. Are you one of them?
When was the last time you really looked at your website? Does it really work for you in the way that you want it to - i.e. are you getting leads from it? Do you know how easy it is for potential customers to find you? Is your social media activity where it should be?
We all know that there is more that we can, and should, do. Often the, ‘time thief’, prevents us from taking action. But there are simple and relatively quick things that you can implement (if you haven’t already) that can make a big difference. Some elements cost you time, not money. And those that do cost money, can be scaled to what is affordable for you.
Come along on Friday 13 July to the Havering Museum in Romford and join the members and guests of the Havering Chamber of Commerce and Industry to hear Christine share ways for you to check if your website is easily found (or not) and things that you can implement quickly.
The meeting starts at 7:30am for networking and the speakers will be presenting between 8am and 9am. There is a further opportunity to network until 9:30am.
Guests welcome: £10 on the door.
Have you been gripped by World Cup fever? Wherever you live in the world, it would be hard to avoid the pull of watching two teams of grown men kicking a ball about. Whether you’re an ardent fan or occasional watcher, like myself, every four years I find that I am drawn into the highs and lows of watching a sport that unites the world.
It’s the world-wide appeal of this tournament that intrigues me. That a ball, kicked about by 22 men, is able to grab the attention of so many different people, from countries across the world, that are from such varied walks of life. A marketer’s dream!
Imagine having a target audience of billions that is ready to buy a wide range of products associated with the event and the nations home team… football kits, balls, books, clothes, teddy bears and hair accessories are just a few items that established businesses and budding entrepreneurs with a keen eye for making quick money are ready to sell to a hungry public.
If you are one of the billions of people already glued to their TVs – here are a few facts about this event that may surprise you:
Whilst these amounts of money are positively eye-watering, it just shows that money really does make the world go around! Are you ready to get your portion by having your website reach the target audience it deserves? Get in touch on 01708 578 015 if you’re ready to make that happen.
The Perfect Layout has a team of copywriters that can create relevant content for your website. Having a team means that we are able to provide a wide ranging bespoke copywriting service that caters for all markets.
You will have seen us write about content in our blogs before. The importance of content on your website relates not only to the visitors to your site, but also when it comes to being found by search engines like Google. We understand the importance and will ensure that the language of the text:
• reflects you – the face behind the business
• your ethos – what your business stands for
• and describes your services and products in a way that will engage your customers and allow them
to quickly grasp what you do
It’s paramount to create content that people will be interested in reading and that’s exactly what we do. Our process is simple. We will meet with you face-to-face or arrange a time to Skype or talk to you on the phone. We are good at asking questions and the more questions we ask, the more we will be able to write in a way that sounds like you. We want to hear how you would speak to prospective clients so that when it comes to writing about what you do, it will be as though you wrote it yourself.
We will ask questions like:
These are questions you could ask yourself now. Does the content on your website answer these enquiries? If not, it may be time to either re-write your content or give us a call.
The fact is, whether you are in the line of work that provides a locksmith service or have just started your own firm of solicitors – the principles behind asking these types of questions remain the same. For every service, we’ll incorporate relevant facts that are appropriate. For example, your new firm of solicitors will need to include an overview of how the law impacts on what you do for your clients. It’s always key to remember who your target audience is to ensure that your services can be understood and accessed by as many people as possible.
The content we produce will also incorporate keywords relevant to your sector. Are you a locksmith that is able to change the locks to only certain doors? If so, describe the type of doors. Do your services cover a certain area? If so, describe the services you provide and where. Does your business offer a 24 hour lock changing service? If yes, then say how and where your out of hours facility works.
Think of pertinent questions that your customer might ask and answer them.
That way you will begin to build a picture of your business that will contain relevant keywords to get you found by your customers as well as the search engines.
Other than listening to what you need, our service also includes offering ideas that will help draw out the best aspects of your business.
For example, ideas that will:
• make you stand out from your competitors
• incorporate current trends within your industry that should be included in your content
• include changes that are occurring in the local area that could have an affect your service
Get in touch if you feel that your content is in need of being re-worked. The bottom line is, great content will get you noticed for all the right reasons!
Give Perfect Layout Digital Marketing a call on 01708 578 015, email us at firstname.lastname@example.org, or complete the contact form below.
If your business has a website, it is important not to see yourself as a stand-alone island with no links to other shores. If you want your island to be successful it needs to have connections with other islands that are well connected too.
In other words, having your website is just one of the steps of having a good online presence. However, it is imperative to take the time to list your business on other online directories too; so that they not only promote your services, but also add authority that you’re a current and valid business to approach.
When creating your listing on directories, like Thomson; on websites like NetMums, or on social media platforms like Facebook, you should include as much information about your business as possible. This includes giving obvious information such as your name, address and phone number (NAP).
Google My Business has made many changes to their features (read our article: What's new with Google My Business?). All businesses should list their information on it as a starting point in creating citations.
Why is it worth taking the time to cite your business on directories?
It allows you to be found by a greater number of customers through search engines like Google. The more directories your business is cited on, the better chance you will have for your business to rank highly in organic search.
With the majority of users turning to their mobile device to look for products, information and services, online directories help facilitate being found at any time, from anywhere. Do you want to miss out on potential business because you didn’t take the time to invest in this digital strategy?
Each directory company will offer different features, but this is what you may be asked to provide:
Listing a business on a directory is not difficult, but it can be time consuming. If you choose to give it a go yourself, make sure you do the job properly. If you don’t, it could affect your income, online rankings as well as your reputation.
Follow these tips to ensure that search engines, like Google, view you as a business that’s real and trustworthy and ultimately worth ranking:
Remember, citations that are accurate will help your business get noticed. So what are you waiting for?
If you don’t have the time, or the inclination, to do this, the team at Perfect Layout can help you. Fill in your details below and we’ll get in touch to find out more about your business.
By filling out this form, we will only contact you regarding this matter; we respect your data.