SME Branding Lesson #7 – Start Branding From Within
My husband recently went to a client meeting and couldn’t resist sending me some images of what I can only describe as branding horror.
Looking at how this company, Business Advice Direct, presents itself to the public is either an experiment of a student group conducting a ‘how not to do branding’ experiment or the unfortunate display of a company that does not practice what it preaches.
If I walk into an office seeking business advice what I am probably expecting is the display of unbounded expertise, of energy, professionalism, an air of reliability and above all, confidence. And this is before I even step into the room.
This visual translation of your brand values is one very important part of brand management and reputation building and a brand professional will probably guide yourself and your team to discover what they think your clients experience when they first interact with your brand:
- Does your brand appear professional?
- Does your brand image evoke trust?
- Does it reflect what you do?
- Does it invite to engage?
- Are you proud of it?
- Are your employees proud of it?
This, in some way, is the easy part. It’s where you can work with a decent brand designer who is trained to translate brand values into a brand identity that will convey all those important subliminal messages that make your business special.
What follows, goes deeper. It’s about business mentality, about culture. In the case of Business Advice Direct, the shocking thing is not that they actually have such an uninspiring, unprofessional brand identity, it’s the fact that the employees sitting in those offices let it happen – probably helped throwing some Blutack at the doors to stick the sheet of paper on.
Why has the company not encouraged their staff to understand their business and to have the ability and conviction to prevent such a display? I recently listened to a podcast of Dave Young’s BrandingBlog with Michele Miller about marketing to women. She mentioned an experience at a hotel where things went wrong – but where the staff had the authority to rectify their mistake and provide an appropriate compensation that more than made up for the initial lapse in customer service. It reminded me how important it is that a business looks at the culture, the attitude from within.
If everyone working for a business embraces the brand as theirs and considers themselves to be an ambassador that wants to succeed; if the staff are the brand as much as the brand identity and marketing material, then you have a much better chance that no-one will ever even consider it good enough for your business signage to stick a torn sheet of paper on a broken door and put your company name on it.