A brand is identified by its core beliefs and what the public perceives about it. It is for this reason that it is important for a brand to be visible. Visibility in this context means: the public knowing you, and what you do. Visibility also means that you should be searchable and findable if someone is looking for you.
What comes up when your company or firm is googled? Is your website up-to-date? It is important to keep customers posted on new developments. If your office has been moved to a new location, be sure to update all directional or sign posts. If there have been some modifications with regard to logos or newsletter banners, communicate it to your customers and partners so that they are rest assured that it is not another company impersonating you. Creating and maintaining a great online presence is essential to building a visible brand.
Another way you can, as a brand “put yourself out there” is to encourage reviews about your product. Ask customers what they think about your product or service and publish it. One common mistake business owners make is: assuming everyone who critiques their product or service is a hater; however, there are people who genuinely have a keen interest in seeing things done the right way. As such, it is important to give others the opportunity to share views on your product or service. This can be done by random selection, online surveys or focus group discussions.
People do business with people, not companies and brands! Create a persona for your company by creating and maintaining a great online presence. Your website and social media pages should reflect who you say you are and what you do. Do not put up a vibrant look in person to attract customers, and have a dull social media page or website. It creates some sort of confusion in the minds of customers and as a producer or service provider, never leave room for such confusion.
It is also important to reach out to customers in other parts of your country other than your surrounding region. It is easy to be focused on the main branch or headquarters, but this can make customers in other parts of the country feel neglected. Equal attention should be given to those at the “grassroots” level, through Corporate Social Responsibilities (CSR), media relations, rewarding customers and giving discounts.
Customers feel good when they are recognised and appreciated outside the office setting. It proves that you are not only after money you can get from them, but you are also genuinely concerned about their well-being. Make a conscious effort to build a relationship with customers outside the office space. You can do this through corporate workout sessions and personal selling. An example is when CEO of A1 Bakery in Kumasi hit the streets with his staff to sell the loaves of bread to garner feedback and bond with customers.
Your brand is simply an extension of yourself. If your business does not have any tangible presence or perceptions aside your geographical location or your employee’s impressions, your brand is nonexistent.
WRITER: Deborah Konadu Amofah