At least that should be your goal. To be more than a place that sells this or services that. Because to be successful in today’s competitive business climate, you have to be known, far and wide, for who you are, what you do, and why you do it.
Before we tackle the WHY of branding, let’s get on the same page about WHAT branding is.
Branding is much more than simply a logo or graphic. A successful brand will encompass every aspect of what the customer experiences. From your logo, website, and social media presence to the interactions with your staff via the phone and in person, to the various avenues of marketing you engage.
A brand also must embody the purpose, core values, and beliefs that drive the company. You know, the whole why-we-do-what-we-do and what-we-want-to-be-known-for philosophy that propels the business. It’s a composite of all the individual pieces that make up your business arranged in an organized package.
If all that sounds like a lot of work, well, it is. So why bother? Why put in the time and effort to align all marketing, all customer interactions and all the passion that drives your business? Because long-term success without a solid brand just doesn’t happen.
Here’s what Alex Kunzer, an intern at the Third Principle, has to say about the “why” of branding.
“At the core of any successful organization is a clearly articulated brand. The core fundamental pillars of a brand can help organizations overcome market and technology changes, create new revenue opportunities, and thrive in periods of uncertainty. People and leadership come and go, technologies evolve, patents go into the public domain–but the one thing [that] never expires: the brand.”
An important aspect of a strong brand is how it influences customers who in addition to fulfilling the need for a particular product or service, are also scoping out like-minded companies to patronize. Core values and the motivations that drive a business’s goals mean more to today’s consumer than at any time in the past. The level of customer loyalty required for a company’s success depends on the consumer getting on board with a brand they trust.
That same scenario plays out with hiring. Job seeking candidates want to be able to identify the “heart” of the companies for whom they apply. A solid brand helps them recognize those businesses whose values and objective are in line with their own. Close attention to branding lays the groundwork for attracting candidates who will be a great fit for your company’s culture.
As Maine’s leading Staffing Company, Springborn understands the value of branding. We pay attention to your company brand and culture, as well as your mission, goals, and needs. Finding the best talent match – from every angle, including brand compatibility, is our specialty. Contact us today – we make a difference in your bottom line.
Watch for Part II on branding in our next blog. (Posting 4/18)