You spent a lot of time defining your business brand and identity. You probably paid a graphic artist to create a theme that included a logo design, a slogan and a custom color scheme. Soon thereafter you paid a Website developer to build a Website that matched that theme. Then you sat back and thought about how complete your company branding was. Not so much. Actually that great logo design didn't make your company because your brand identity goes far beyond a logo.
Your designer does not define your brand identity. Your true brand identity is the view your customers have of your company. While your website and your logo are a large part of this, your customers will come from other avenues as well. When working on your branding, consider the following elements of your brand and identity.
Customer Service - Everyone knows the importance of great customer service. If a company has bad customer service, it can often result in bad reviews and negative referrals. But sometimes it’s small components of your customer service that people remember most.
For instance, Gates, a popular BBQ restaurant in Kansas City, has their employees ask, “Hi, may I help you?” to every one of their customers. While this seems standard, their cashiers are so consistent about doing this that it has become a part of their brand. Now their logo proudly features the phrase “Hi, may I help you?” Their business became so well known for something so simple that it became a major part of their brand.
Branding is something about which you should always be aware. These are just a few examples of what goes into branding. Take some time to think about how your customers first interact with your company and whether or not you are doing a good enough job branding it. You may be surprised by the results.