How it looks like what it feels like
The terms brand and corporate identity often get confused, particularly when new conglomerates of brands appear on daily basis.
Many entrepreneurs think that brand means corporate identity. They are partly right: the corporate identity is part of the company’s brand.
Your Business Corporate Identity
A corporate identity literally means what a company looks like. The corporate identity includes, for example, logo, font choices and colours.
By always using the exact same elements of a corporate identity, you can build an expression that is easy to integrate with your business.
The brand, on the contrary, express what sort of experience you want your customers to have when selecting your business. Brand strives to make people fall in love with your business.
Nowadays clients are looking for experiences, not places. They need to be understood, to be treated, to be surprised, to obtain something different, unique for the money they have paid. You need to show them that you care about them.
Feelings
Humans generally made their own decisions based in their feelings, but the number of infinite alternatives of today’s market is further exacerbating the benchmark.
People want to make the right decision. The facts are of secondary importance.
Your Business Websites
There are hundreds, if not thousands, of websites.
Your digital marketing agency or local digital marketing consultant if it’s not still us, main and perhaps unique goal should be to make your business, restaurant or hotel succeed within a hard competition where hundreds of venues offer more or less high-quality services.
In order to make it possible, it requires to make your clients get involve with your brand. A connection that you might not know about yet.
Something is for sure, a strong business brand feels good, makes people trust and believe in its superiority.
The business brand is a customer-friendly place to hold your events. In practice, the business’ brand is the company’s reputation, proven quality service delivered and the guarantee that your event will be memorable and will have something else that anywhere else. This last have to be reflected within your new venue website and its content.
You can’t build a brand by clicking your fingers! You can buy a new corporate identity from an advertising agency.
Purchasing is easy: you need to pay and spend a couple of hours of your time. The introduction of a new look is often easy: a new logo for the business website, stationary, signs and the employees’ uniform. That’s it.
Branding or brand strategy is also easy to obtain. These two words are a guide to how your business should start building a brand from now on. But the ease of doing this ends, and this is the essential difference between brand and corporate identity.
Building your Business Brand Takes Time
The branding plan includes a lot of more things that can not only be “introduced and forgotten”. Such questions include answers to questions:
What is the main task of your business, i.e the reason for your existence?
Money, of course, motivates the majority of business owners, but the what are you doing to offer something different?
Who wants to hire or buy your service or product, why?
How do you best reach your potential and existing customers?
Which is the best way to communicate with them?
What kind of image do we always want to give yourself to your customers?
Have you got your business vision?
How should a customer feel when hiring your services or buying your products?
There is only a superficial scratch on the list. As you may have noticed, these things must be cherished from month to month and year after year.
When Are Your Branding Effort Bringing Positive Results?
With patience and persistence, people’s perception of your business begins to move in the desired direction and your business website will produce the sought results:
- It’s easier for them to hire your service or buy your product. It feels safe.
- Your direct online purchase -without expensive intermediaries- get better.
- Your business brand is trusted.
- Old customers are returning more and more often. Your business brand is creating loyalty.
- People’s perception of the value of your business is growing steadily.
- Now that you know what you want to say, you also need to stay firm in your brand message for a long time.
Venue brand
The venue’s brand-related issues are many, the most important ones are on the bottom. The corporate image, which consists of two top parts, is the tip of the iceberg.
Less than half of branding can be bought, the rest is done in the everyday life of the venue activities.
Although the venue would acquire a new brand from the world’s best branding agency within the MICE industry , its power is non-existent if the venue, restaurant or hotel’s management is not behind the following claims:
We:
- live in a world where branding is visible everywhere, but we need to demonstrate being better in a different way.
- know all the points where our venue brand comes into contact with you venue bookers.
- use every opportunity to effectively influence our clients’ opinions.
- want to repeat our core message again, again and again.
- just do not claim to be the best option. We’ll show it.
- create opportunities to attract new bookings and make our clients loyal.
