Top-to-Bottom Branding

I recently did an online search for the word "brand" and got 524 million results. That astonishing figure quantifies just how hot brands are in today's business world. It also indicates the staggering volume of information available on the topic. Instructions on how to build brands fill entire books — I know, I've written one — but you can get started knowing just two facts:

1. A great brand starts with a consistently great product or service.

2. A great brand results from consistently great customer experiences before, during and after the sale.

In other words, consistency — of products and customer experiences — builds brands. Here's what else to know: 

Logos and brands aren't the same thing
Your logo is a symbol that helps people identify your brand. Along with the name, advertising, packaging and other visual representations of your business, your logo is the face of your brand.

The base of your brand goes all the way to the core of your business. Your business mission, vision, values, culture, leadership, management, staff, operations, products and services all form the essence of what your brand is and stands for. The most beautifully designed logo, Web site or packaging isn't enough if your product — and the way it's sold and serviced — falls short.

So, what is a brand?
A brand is a promise people believe in.

When people encounter your name, logo or any other identifying element of your business, a set of thoughts pops up in their minds. Those thoughts are the result of personal experiences they've had with your brand, in person or online, whether they involve seeing your advertising and publicity, dealing with your staff, talking with friends, using your products, or even having certain concerns or complaints addressed. Based on all their encounters, people form impressions of what your business is and stands for and what promises you make and keep. Those impressions define your brand in customers' minds, which is where brands live and thrive.

What makes brands so important?
Brands prompt customer selection.

In today's vast and crowded marketplace, customers gravitate toward names they know and trust. When you build a strong brand, you build awareness, trust and emotional attachments that lead to customer relationships capable of withstanding pricing wars, competitive threats and even rare lapses in product or service excellence.

What does it take to build a small-business brand?
Follow these steps:

Start with a great product or service that customers want and love. Examine the product customers get from your business. Read what people say about you online. Ask customers why they choose your offerings and what they'd change if they could. Watch someone go through the process of purchasing or using your product to see where there's confusion or apprehension. Make improvements. Then make more improvements. Make your product amazing.

Know your brand promise. Put into words what people can count on when they deal with your business. For example, the Home Depot promises to be your partner during do-it-yourself projects. Harley-Davidson promises the fantasy of freedom on the road. Gatorade G promises to change the game by delivering ultra-hydration so you can perform your best. Those promises set each brand apart from competitors while also striking a chord with consumers who want what the brand pledges to deliver. Your brand promise should be equally unique, relevant and believable — to employees, associates and customers.

Keep your brand promise before, during and after the sale. If your promise isn't kept at any point, then it's broken, period — and your brand is weakened. So be sure it's a promise you can keep, without fail, at every point of customer contact.

Realize that brands enhance profitability. Great brands unify businesses, attract loyal customers and contribute to stronger bottom lines. In today's competitive marketplace, people only choose and pay premium prices for products they've heard of, value and trust. By building your brand, you inspire customer belief, which builds a stronger business as a result.

Barbara Findlay Schenck is a small-business strategist, the author of “Small Business Marketing for Dummies” and the co-author of “Branding for Dummies,” “Selling Your Business for Dummies” and “Business Plans Kit for Dummies.”