Brand Identity: Branding by Walking Around

Assuming you’ve been following along, you should know what your brand identity stands for (if not, check previous posts on this blog for what you missed). Now, the fun begins. Find every nook and cranny, every opportunity to tie into your brand position. This is branding by walking around. Pretend you’re a customer and drive up to your building. Look at it — no, like a brand-new customer might. Are there stickers and signs all over the windows? Is there trash in the parking lot? Is it well-lit? Really, what do you see? And, more importantly, does what you see reflect the brand you’re trying to create? If not — it’s time to make some changes. If it does, great! Now, think carefully — what else can you do to make it look even more like your brand position? An updated sign, window clings, a greeter at the front door? Once you’ve looked at the exterior, venture out of your car and walk into the building — not with the “I’m here every day, and I own the place swagger,” pretend this is the first time you’ve been there. How does it look? What do you see? Are there lots of marketing messages shouting at you? Is it cluttered? Did a team member greet you? Is it clean? Dingy? Outdated? Again, consider whether this reflects your brand position. Because if it does not, you need to consider what changes you can make to make it more closely reflect your brand. Often, it starts with carpet cleaning and fresh paint. It usually includes eliminating many marketing and point-of-sale messages to make the message you’re trying to send much more visible to your customers.

Reinforcing Your Brand Identity

Now that you’ve got those out of the way, it’s time to get creative. What can you do to reinforce your brand where you’re at? Floor clings, image wallpaper, brochures, signs? This is your opportunity to create the landscape where your brand will come to life because it’s the very foundation of your brand position. You see where this is going. Next, talk with your sales staff, as if you’re a new customer. I know it’s awkward to do the role-play. If you hate it, eavesdrop on your employees talking to a new client (of course, let them know you are). You’re about to learn critical intelligence, where you can hear how your employees are talking with and to your customers. It’s vital because this is where the rubber meets the road where your brand is concerned. What are phrases being used that reinforce your brand position? Which ones don’t? Finally, listen to a team member on the phone. Make it your goal to hear the whole call, starting with how many rings it takes to answer. If you have a menu system, how long does it take to get through the menu, the queue, and to talk to a live human being? How is the greeting? Does it reinforce your brand? Does the conversation go well? Does the person who answers the phone handle the question — or do they pass it along to someone else? Because it’s about determining what your brand demands. These are all critical elements of your new brand identity. However, they are often overlooked in the crazy-hectic race you are about to embark on, called brand identity and collateral. More on that next time.