Building and Maintaining a Quality Brand

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In the marketing universe nothing holds the higher place than The Brand. It is the holy grail of advertising, the ultimate validation of respectability of your business venture. If your business has reached the point of being considered a brand, it means you’ve been doing something right.

Let’s say you’ve made that first step and managed to establish your business as an option worth considering, or, even better, the preferable option in your line of work. You’ve managed to capture the attention of your desired client base, firmly positioned yourself on the market and you’re set to enjoy a fruitful career forever and ever after, right? Well, not exactly. You’ve only made the first step – a big one, but also the easier one.

There is a huge difference between convincing people to give your business a shot and convincing them to keep coming back. And while it is awesome that your business is the talk of the town at the moment, you’re in it for the long haul, and maintaining and expanding your client base is a far trickier proposition.

Still, don’t go ripping out your hairs in frustration and calling it quits just yet, because we have you covered. You’re in an excellent position to set yourself up for long term success, and now you just need to thread carefully. Public perception is a fickle thing, but there are some tried and tested ways to safely maneuver through these murky waters. It will require a lot of hard work and commitment, but you probably expected that before you even started.

Quality control

Regardless of your line of work, one sure fire way to ensure that your clients remain loyal is the high standard of quality of your product or your service. Do everything in your power to make your business reflect the values associated with your brand. Trends will come and go, and new marketing fads will captivate the public attention, but good old quality service is the perfect recommendation for a repeat visit.

Community cause

Not a lot of marketing campaigns can better the good will and the positive PR you get from championing a worthwhile charity cause. You don’t have to go throwing bags of money from the rooftops. Keep your hand on the pulse of your community and you should have no problems finding a cause that will resonate with your client base. Heck, you can even engage then and organize a charity event. It’s not even about how much money you donate or how much funds you raise, but more about sending a message about the values you hold dear and your commitment to supporting them.

High visibility

Once you’ve established your brand, you need to make it ever present. “Out of sight, out of mind” is very true when it comes to marketing, and you will have to keep reminding people that you’re still here – constantly. That means more advertising, both through media and through promotional goods. A lot of people tend to take the latter for granted, but promotional items are a direct way for your logo to enter the homes of your clients, which is hugely beneficial. Stamp your logo ob everything, from t-shirts and notebooks to water bottle labels at your business event.

Engagement

An effective strategy for the development of brand loyalty is engaging your client base and making it feel as if it plays a part in your business. Utilize the social networks, have a functional website, or use different channels to engage the public and provide it with a platform to communicate with you. You want to know what aspects of your business your clients value, and what others they potentially find lacking, and what better way to do it than by letting them inform you directly. Also, attractive contests and giveaways are a nice way to keep your company on the mind of your clients.

Finally, one other thing that will ensure your business is on the right track and your brand is doing well is this: in all aspects of your business set high standards for yourself and your associates, and do your best to exceed them. That’s one compass that comes with a foolproof design.

Jenny Hahn