Build your brand
However, many small and medium sized business should be aiming to build local or niche brands, like Edinburgh Zoo, Mackies Ice Cream, Loretto School, Hopetoun House, Winton Castle, the Chippendale International School of Furniture, Montgomery Optometrists…
Brand-building works because our purchase decisions are often more emotional than rational. Building a brand appeals to your customers’ emotions. We are driven more by wants than needs.
Your logo is part of your ‘branding’, rather than your brand; it should represent your brand and your brand values.
A brand helps your business:
- Stand out, even in a competitive market.
- Encourages loyalty.
- Gives credibility.
- Supports premium prices.
- Helps close sales more quickly.
- Creates value in terms of equity.
But first, you need to know what your brand stands for from your customers’ perceptions, both its rational and emotional elements to ensure your image accurately reflects your brand values.
Your brand should be built from inside the business; it needs visibility, consistency, clarity, personality and a social dimension.
Contact Christopher Lamotte (via email or on 07957 870071) if you want to know what your brand stands for, how to strengthen it or don’t know where to start.