Article - Corporate Branding Tips | XCO Group
13 Aug 2019
3 Effective Corporate Branding Tips to Help You Turn Your Start-Up into a Successful Player
Are you a small business struggling to compete against big brands with devoted customers? South Africa’s business sector is in trouble. In an overcrowded market with at least ten other competitors all vying for the same attention, it is no surprise that most start-ups do not make it within the first few years. While a lack of finances, management, and knowledge of markets are largely to blame, the real culprit is often inadequate branding.
What is Branding?
Holding a vital place in marketing, branding is the act of creating and building the reputation of a brand. Defined by an organisation’s voice, mission, values, objectives, and presence, branding is a logo and tone, all of which should distinguish, communicate, and differentiate your products or services from others. Because products or services cannot generate brand equity on their own, marketers must develop creative efforts that create a positive impression in the minds of consumers. In short: branding adds value to your offering, and businesses that define and build their brand gain huge advantages over their competitors.
Your brand matters. It is everything. It is how you identify yourself and how your consumers identify you. Now that you have a better idea of what corporate branding is and why you need it, here are three tips to turn your start-up into a successful player:
1. Ensure Your Employees Look Smart and Powerful Just Like Your Brand
Many start-ups do not invest in their brand image until there is a problem with the image they are developing. What they do not realise is that in the world of the fickle consumer, first impressions are lasting, and it is the marketer’s job to win customer loyalty. In today’s world, old-fashioned corporate branding tactics do not work, so to take full advantage, a big splash is necessary. And if there is a tried and tested way to market a product or service and clean up an image and gain trust, it is dressing your employees in smart workwear that represents the great qualities of your brand. A powerful marketing and corporate branding tool that represents your values, beliefs, and message, not only can the right apparel boost customer impression and loyalty, but it also increases employee confidence and morale, bettering productivity and sales.
2. Give Your Customers a Personalised Experience
Branding is not only a look – it is also an experience. No longer is marketing just about selling; it is all about how you sell. To thrive and survive, it is important to connect with your consumers effectively and honestly. But with consumers having more available options at their fingertips and approaching the buying process more knowledgeable than ever before, consumers do not want the norm. Consumers want a personalised experience, and they would rather partner with a brand that can give it to them. So, what is the solution? Besides treating customers like rock stars, the solution is to spend less time on sales and more time delivering personalised customer experiences.
3. Ensure Service Delivery Excellence
It is important to understand that great customer service is not only a smile, and if you want to stand out, then you need to better your service delivery. From speed, delivery, efficiency, and reliability to quality, many organisations fail to meet the above. Reputation is everything, and if you fail to meet consumer expectations, you might read about it on social media, which is one way to kill a brand. In short: service delivery excellence results in a stronger bottom line, because when brands pay attention to customer service, customers feel safe. And where there is safety, there is trust and loyalty, which can go a long way in repeat sales and new business.
As the battle for both customers and brand recognition intensifies, a strong corporate identity is invaluable if you want to stay alive and thrive. At XCO Group, we believe that behind every organisation lies a strong brand with a powerful message. It just requires extra attention. At the forefront of corporate branding, we can help you develop a logo, message, voice, and ultimately, an identity that will stand head and shoulders above the crowd. Contact XCO Group today.