Building your brand

A 3-minute read

While many businesses are doing their best to merely survive the COVID-19 crisis, others are taking advantage of the slowdown to refocus their business and better position themselves as they move forward. So, if you are looking for more customers and want to grow your sales, read on. This primer will help you evaluate, or start building, a brand that people know and trust.

What’s in a brand?

Very much related to your reputation, and not just a logo, your brand is based on the values of your company.

  • Who are you as a company?
  • What sets you apart from your competitors?
  • Why should a customer trust and engage with you?
  • What is the key message that you want customers, and potential customers, to know about your company and its services?

Once you have a list of brand values, work with your employees so that they understand these values and how to integrate them into their daily work activities. And don’t forget to lead by example. Consistency is everything in branding, so walk the talk and show your employees – and your customers – that your company lives up to its brand reputation every day.

Further Reading:

Your logo: A visual representation of your brand

Branding is a long-term process that must be reinforced as often as possible, and an eye-catching or classic logo goes a long way to reminding your customers about the values that your company, and brand, represent.

Brand everything that leaves your shop. By marking your invoices, trucks, shirts and ads with your logo, you create visual connections that can last even after you’ve sold a product or service.

Further Reading:

Branding online

Nowadays, most customers start their search for a service supplier online. They’ll either type a specific company name or a few keywords related to their current needs.

Most don’t look past the first page of search engine results, so you need to be near the top of the first page. Keyword selection is critical to this Search Engine Optimization (SEO), the art of being found quickly online.

If you don’t have a website that quickly illustrates what your company offers, using the keywords that potential customers are likely to use when searching, then buyers are not likely to find you.

Beyond optimizing your own site, the use of paid search – paying a search engine to place your listing or ad based on paid-for keywords – can also help get you to the top of the first page of search engine results pages.

Search engines, like Google, offer services that can help determine the best keywords to use, and which sites are most likely to be effective for digital ad placements – automatically placing ads on sites that reach your target audience.

Your homepage, and all of your website pages, must reinforce your brand values. Of course, you need to use the right words when describing your services and the quality your company brings to the jobsite, so ensure that your statement of brand values uses the right SEO keywords.

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