Let your reputation work for you

How many great companies waste their potential by falling short of developing their organization´s identity. They have a great product or unique service, they make a solid effort in satisfying their clients, the service is great, the market segment has potential for growth - yet nothing happens.  

They are basically invisible !

Build your companies personality !

I will avoid to use the marketing jargon of branding, brand equity and brand identity altogether. Instead I will talk about your companies personality. Just like a person, a company is being perceived as a “being”. It can appear friendly or cold, dynamic or old fashioned, superficial or knowledgable. It has a tone of voice, it has core values, it has values and ethics. 

A brand creates value

We all know how a brand works in the retail arena. It is very much the same for services. 

These questions have to be clearly answered:

• How comprehensive is your service ?
• How unique is your service ?
• Where are you better than your competition ?
• Are you clearly differentiated ?
• How easy is it to get in touch with you ?
• How quickly and how knowledgable is the reply ?

Any contact an outsider has with your company is part of the brand experience

1. The vision and mission

A companies culture is based on its V&M. It needs to be communicated inside the organisation and then reflects to the outside. Employees need to identify and believe in the objectives if they are to become good ambassadors. 

2. A graphic identity

From the stationary and website to the office design and the uniforms, every visual expression should fit with the overall graphic identity.

3. Reminders

Just like friends that you don´t see very often, an organisation needs to reappear from time to time to avoid to be forgotten. This can be done through a yearly event, an emailing, a phone call or some sponsoring event. Scheduling activities through the years are part of the marketing plan. Stay in the conscious part of people´s minds. They will then know who to call when they need your service !

4. People

Do the drivers of your company cars drive like hooligans ?

Does the person who answers the company phone answer with a tired: "Ehhhh" ?

Do your workers leave the messy clean up to the client ?

Remember that the biggest asset are your employees ! Train them well ! And change them if they don´t identify with your organisation !

A successful personality has a coherent visual and graphical identity, has employees that are ambassadors for the company, and delivers what it promises.

The essence of a company´s personality is captured in the brand octagon which is followed by a communication plan and calendar ! Building a successful personality is longtime project. It is not a matter of heavy investment but rather of consistence.