When discussing marketing, you hear people talk about “branding.” Usually, what pops into mind is the color of a company’s logo or some bells & whistles on their website. To me, this is not branding so I discourage clients from using this phrase until they understand what branding really means.

Branding is more than little visual tricks that identify your company. It’s a way of saying who you are, what you are and what you do—it’s how you can position your company in the marketplace. If you’re spending millions of dollars on marketing and advertising, then you can worry about the cosmetic—the colors and shape of your logo or packaging. But if you’re a small or medium sized IT services firm, VAR, or MSP your brand is all about what you are and what you do for your clients.

It’s not just your insignia but a quality that permeates everything in your company from how your receptionist answers the phone; how your work is delivered; customer service before, during and after a sale to how you interact with customers, your community and others in your industry.

Instead of creating a logo, spend some time asking your clients how they perceive your company. Ask the following questions:

1. What do they see when they view your marketing brochure?
2. What do they feel about your service?
3. Do they understand the company’s mission?
4. Do they see that mission or value articulated in what you do?

YOUR BRAND IS WHAT YOU DO

The heart of the matter is what you do! That’s your brand. There’s no point trying to brand yourself in a way that doesn’t connect with what your clients say about your business. Think about your own choices as a consumer. Target says it provides quality goods at a low price but the retailer’s return policy is stringent—and certainly has annoyed many shoppers. Instead of extending the positives of the Target brand, the store’s return policy is a negative to the shoppers. Who wants to shop in a store that is so focused on its own policies that it’s willing to lose customers?

As a business, the first person your clients will speak to when they call your company is usually the receptionist. Have you ever called your receptionist without identifying yourself? Is she or he polite and enthusiastic or hostile? The receptionist is the first person that a prospective client encounters and this “first meeting” is part of your brand. If the receptionist is rude or unhelpful, you may lose a new client before you even had a chance to get their business.

LET YOUR CLIENT COMMENTS GUIDE YOUR BRANDING

Ask you clients what they think about your service. If a client had a problem and called your customer service department, what would happen? Can your staffers figure out almost anything to solve a client issue?  These are the important issues to consider if you’re thinking about your branding. Your brand should reflect the “reality” of your company.

Many companies resist asking these questions. The real reason they hesitate is that they’re afraid of the answers. You need to be prepared to hear criticisms. If the person talking is still your customer, you have room to improve. The answers you receive will provide you with the good, bad and ugly about your business and you need to be receptive to the comments.

It’s probably easier to ask questions of existing customers but you should also try to speak with prospective and new clients. You want to start off a relationship on the right foot so you should try to find out whether your company is fulfilling the client’s expectations.

GATHERING CLIENT FEEDBACK

Once you have a clear sense of what your company is doing right, this is the message that you want to incorporate in your branding. Your service and what distinguishes your work from your competitors is what makes your brand.

For instance, when you talk with your clients and they provide you with examples of your work, you will probably hear some phrases that you can incorporate in your branding. You might hear something like, “When we call, you guys are always able to sit down, analyze the problem and figure out a solution.” Maybe the client says, “No problem is too big for you.” That’s a great phrase and you should ask the client if you can use his or her quote in your marketing material. Joe Smith of XYZ Technology says that “No problem is too big for TK Company to solve.” This kind of quote is far more convincing than any slogan you could invent.

On the flip side, your clients may also have some criticisms. If they say that another company outperforms you, ask how you can improve or what your competitor does that is superior to your work. Maybe you’ll hear about something that you’re doing that you didn’t think was special. If several clients compliment a particular service, then you may want to highlight that in your branding and possibly rebrand yourself.

GATHER EMPLOYEE FEEDBACK

You should also ask your employees about how you’re doing. Periodically, we take a half a day so employees can give their views on customer service and other issues. It’s extraordinary but sometimes your employees’ perspective is completely different from your customers’ perception. But if there is a discrepancy between your customers’ views and those of your staff, you should worry. It means that your clients could leave you because they’ve stopped trusting you. And, if they don’t trust you anymore, the customers will resort to the least common denominator and that is price. No one will pay a premium for lousy service; they will switch to the cheapest company. That’s why you should worry about a discrepancy in your message.

Instead of focusing on the cosmetic (colors, logs, website design), examine what your company is doing.  If you’re doing a first-rate job and doing what you’ve promised, let the world know. You don’t have to say it in a fancy or expensive way but if your message matches your performance, you’re on the road to success.

THE BOTTOM LINE

Branding is much more than an appearance. Your brand is what you do for your clients and whether you deliver on the client expectations. To create a brand, you need to get feedback from both your clients and your employees. If you hear criticisms, then you need to rethink your policies. If your company is praised, use these words in your branding message. A client endorsement is stronger than a creative slogan.

Let me know what you think?

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