A customer is aware of your brand from their first exposure to anything associated with you. Waiting at a light, they may glance at your logo on a vehicle. Working the room at a networking event, they may receive one of your cards or over-hear a conversation about you. Customers might catch a glimpse of a print ad, in a social media feed or through a web search. The fact of the matter is from their very first exposure, your potential customer is starting to build their impression of your brand.
Depending on your attitude toward branding that could be a good thing or a disasterous thing. Start up businesses have to only understand one thing about their brand. They have one whether they want one or not. They can choose to build their own brand or allow the marketplace (competitors) to do it for them. Initial understanding what their brand stands for and how it differentiates from everyone else is their foundation for building a great brand. Taking all the short cuts and not investing in themselves hoping to address their brand later is a fool’s game. I’ve seen plenty of cases where something as simple as image consistency has been cast to the wind to save a buck or two. If the logo on the truck is different than the sign out front and the card in your pocket then you’ve got a branding problem. That problem is confusing your customer.
Building a consistent coherent brand image is the ideal first to any start-up. Coming out of the gate looking and sounding like you’re the leader firmly plants a confidence in customer’s minds. Establishing that leadership profile, resonates with customers looking to solve their need the first time. Any inconsistency on your part only makes them wonder and feel apprehensive as to your qualifications. Test this for yourself.
On your way home this evening look at all the small businesses along the way. Which look like national companies and which look local. Budget has nothing to do with doing it right. When you look like a player your new customers will give your the benefit of a doubt. You have only to build on that seed of trust. If your brand fails, don’t bet on getting it back.
Build your brand properly from the outset cuts you some slack allowing you the opportunity to over-deliver and win your customer’s hearts and minds.
That my friends is where the money is.
