If you look up tips on how to brand, you’re going to get a lot of information coming at you. A lot of that information will, for perhaps the majority, focus on doing it online. There’s no doubt that the internet has elevated the art of communication to platforms that can reach millions. However, it’s still important that we do our best to build our brand in the physical work, as well. That’s what we’re going to focus on in this article. How you can make sure your brand stands up in the light of day as it does in the light of a computer screen.
First, you need to look at the physical manifestation of the business itself. The premises you use to run it from. If people are going to be visiting it, it needs to look good. It’s also important that it serves you as a space you can actually invite people into. Your choice of their surroundings plays into their experience of your communication together. From the branding at the receptionist desk to the boardroom furniture.
Of course, if you’re meeting people, you also need to make sure that you’re presenting yourself well. And representing your company well. People can be somewhat shallow. If they don’t think you fit the look of your business, their opinion of both you and the business might drop. This doesn’t always necessary mean dressing formally. Sometimes, you need a more home-grown look to fit a certain company. The fact is that it takes a due amount of consideration.
It’s not all skin deep, either. When you, or whomever you have elected to talk, opens their mouth, they need to have the qualities to represent the business. This is where a lot of businesses fail. They don’t find and nurture the people with the charisma as well as the skills. Not every employee will be built to be spokesperson. However, it’s certainly true that you need at least one. You need someone who have the mastery of their communication to be able to represent the voice of your brand.
You also need to make sure that the people who do meet you or your representatives remember who they’re talking to. We’re all busy people. We can have hugely stimulating conversations that we want to act on immediately, but then lose focus on them. A well designed business card is about more than reminding them of the conversation. It’s about reminding them of the potential that conversation was leading to.
The big events
As well as being to wow people in a one-on-one, you need to be able to make that big impact. Your brand has to be able to stand up beside the competition and other members of the industry. The best way to do that is by practising how you take on business events. You need to have your materials and your pitch ready. You need to get the early and eager and start making impressions before everyone has got there.