A Brand Runs Deep

Someone recently said to me, “If I decide to brand myself, I’ll give you a call” and it got me thinking. A “brand” is so much more than a logo that finds itself on your letterhead, business cards and envelopes or the name of your business. If you are operating a business currently you have a brand, even if you are without a logo. It really is every aspect of your business. For examples:

When your clients contact you for the first time, what do they experience?
• A receptionist, you personally, music on hold voice mail, a scratchy answering machine
• A website that is clean and orderly, an “under construction” page, pages put together by your 7th grader
• A reception area that reflects the energy level of your business or a “time out” chair in the corner

When your clients are given information regarding your business what do they look like?
• Professionally printed, printed on your office printer, or 4th generation photo copies
What impression are you and/or your employees giving to your clients?
• Professionally dressed, uniforms, or “Saturday morning right out of bed” casual

What is your response time for client requests and are they articulated?

When you provide a product or project deliverable how is it presented, or packaged?

Do you invoice on a timely basis and are the invoices clear?

Do you send thank yous to your clients for work completed, finished, or “just because”?

Do you send your clients articles of interest or keep them abreast of new and timely information that would be of interest to them?

Do you remember your client’s birthdays, anniversaries; know how many children they have, etc.?

Do you have a formalized process for finishing a project with a client and staying in touch with them in the future?

Do you ask for referrals and/or testimonials?

Every action you take towards your employees, clients, vendors and colleagues is part of your “brand” regardless if you are conscious of it or not. Actions speak louder than words. As we approach the “back to school” season, it’s a great time to “renew” our businesses and fine tune areas that have been neglected.

What are your answers to these questions? Is it time to retool your “brand”?