Brand your business like Bond and dress your business to win the business.
Every single detail is considered when it comes to expressing the brand of Bond.
His brand identity (visual) is expressed by the Aston Martins he drives and choice of watch to his Walther PPK, the suits he wears and his choice of drink.
These components combined, help express the brand of Bond and give his character a stand out status that has become iconic over the years. Shaken not stirred? That’s part of his brand voice…a tagline if you will.
Your brand identity helps shape the perception of your business in people’s minds. Over time, once you have an approximation of around 80% of people saying the same thing about your products and services, that’s your brand.
Your brand is what the people say it is, not what you say it is.
Design is the language of feeling so getting your brand identity right is crucial when it comes to attracting the right customer and setting the expectations (brand promise).
Once you have your brand identity in place it’s time to start spreading that across all of your brand touch-points.
When you’re the new kid on the block, naturally, some people may be skeptical. Use your branded platforms (website, social, print etc) to tackle any likely objections and most of all, get across why they should give a sxxt about what you do and what that means for them.
Case in point – I’m rebuilding a website for roofer who has got accreditation’s galore. He’s highly professional, got Which? Trusted Trader status, HomePro status and more. BUT he wasn’t showing them in key areas on his website OR his vehicles.
Also a big issue he has is roofing companies undercutting him by not charging VAT and/or using inferior materials.
My client only uses the best materials (and is accredited by some of his suppliers) but once again, that wasn’t on his site, so potential customers initially shopping on price point were clicking away without understanding the risk they are taking by paying less.
What objections do you think your potential customers might have about your business because they are not aware of a key aspect that makes you right for them?