Building a brand is not a one time attempt. A brand is built over time in the mind of the consumers. Creating a logo, brochure, business card, flyer, or website is not the complete outline of your business. The building in which your business resides is not the complete impression but having a controlled consistent approach in bringing them all together over time creates a more complete picture and credibility of your business in the consumers mind.
What does your business promise to the consumer? This is the point businesses contently push on commercials, billboards, magazines, Internet, and TV ads. Seeing the message and images over and over again we begin to formulate an opinion or thought about the significance of the product being presented. When people buy the information, product or service they tend to recommend it to their associates. If the product or service is unsatisfactory they will not recommend your business. We as business owners do everything we can to sway a good response.
To strongly influence a good response from the consumers, business owners put in many hours to perfect the product or service. Many times businesses neglect the outer branding that must go in tangent with the inner brand. Repeatedly transmitting the news of your business to the consumers will go far. Constantly projecting an image or outer brand through your business cards, website, brochures, flyers, and posters will help build your brand over time.
In addition, inner branding must be worked on a daily basis. Inner branding deals with the product or service, employees and all internal dealings. The outer brand should always reflect the internal brand without embellishments. If the internal brand is awful and the outer brand is excellent people will try it and not return because it will seem like the product and/or service was falsely advertised. If the internal brand is good and the outer branding is lousy then no one will come because it looks undesirable. If the internal brand and the outer branding is good then you will have satisfied customers who will recommend you to their people because you are delivering what is advertised. This is what a business strives to accomplish. Bringing all the pieces together over time creates credibility and brand value of your business in the consumers mind, because a brand is nothing more than what the consumer perceives it to be.
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