Building and maintaining your company’s brand

By Centerpoint Connect. 

Branding is key to helping customers understand who your company is, what you stand for and how you can help them. Learn how to implement your brand as effectively as possible. 

Your company’s brand identity is the first thing customers will notice and, hopefully, remember. Branding is not limited to your visuals; your reputation is also a part of your brand. That means every person on your team is a part of your brand and can affect how customers perceive you. Additionally, everything that happens on a day-to-day basis in your company is a part of your brand image. Centerpoint Connect has put together a simple breakdown of branding basics to help you guide your company. 

Protecting your image 

What do you do that makes you unique and special? Getting the job done, willing to go the extra mile, 
driven by excellence and producing regardless of the situation are some examples. 

• Display a consistent look – Logos on trucks, team members and documents 
• Project a consistent tone 
• Deliver a consistent level of quality 
• Provide consistent products 
• Provide consistent services 
• Deliver on promises 

Building your brand 

Every time you interact with your customers, you are promoting your brand promise. Whether the 
contact is in person, by phone or online (through social media, email, video or webinar), each member of your team solidifies your brand. Your handouts, website, social media, blogs, proposals, invoicing, and reports all need to reflect your brand (your standards of doing business). 

• Have your customers be the core of managerial, financial and operational decisions. 
• Think big picture – small things done today as an act of customer service benefits everyone 
• within your company. 
• Hire right. It takes good people to provide good service. 
• Under promise and over-deliver. 
• Be known as a company that provides quality work. 
• Get it right, right away. Satisfaction levels drop each time a customer must follow up on a 
• request or on an issue. No callbacks. 
• Be respectful of time. Prompt responses to customer requests show respect. 
• Measure your turnaround time for proposals, reports and invoices and reduce it. 
• Manage risk. That means eliminating or reducing risks where possible, and controlling situations that you must deal with. 

Your most important asset is not a new crane, state-of-the-art sheet metal equipment or shiny 4×4 truck. It’s your people – from the roof technician to the operations manager, from the field manager to the estimator, from the accounting manager to the president and from the customer service representative to the CEO – your people make the difference. By providing vision, communication, tools, resources and training for your team, you manage and protect your brand image. Your team is in front of your customers showing your brand daily. 

Original article source: Centerpoint Connect.