What’s your business brand – and why does it matter?

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What’s your business brand? Well – it’s everything.

Yes, it includes your logo. That is the most recognizable element of your company, after all. But it’s also your promise to your customers, telling them what they can expect from your business. It’s a foundation for your employees, governing their behavior and expectations. It tells people how you’re different from your competition, it tells them about your business reputation and more.

A strong brand can take you places. A weak brand can mire you in the muck.


A strong brand builds trust, while a weak brand creates doubt. When your business has a professional appearance, customers are more likely to trust you and give you their business. Conversely, they’re more likely to question their interactions with businesses that seem less professional – when the showroom is a mess, when the salespeople aren’t professional in appearance and demeanor, etc., it makes them wonder if they can trust not only your company but the products you are selling. It may be a mostly emotional response, but that matters.

A strong brand improves recognition, while a weak brand is forgettable. This begins with your logo. Not only should it instantly give customers the impression of your company that you want to convey, but it should be consistently applied across all your marketing and communication materials. Signage, vehicles, stationery, website, social, advertising, uniforms – everything. Your logo is the face of your brand. Make the investment in having one professionally designed. A poorly designed logo, or one that appears in different variations across your business materials, becomes confusing and misses the opportunity to cement your brand in the mind of your customer.

A strong brand inspires your employees. A weak brand does not. When your brand truly communicates your company’s mission, it gives your staff focus, pride, and desire to reach the goals you’ve established. When your employees don’t know what your company stands for, they don’t have a common cause to rally around. A solid brand gives them something to believe in and work towards.

A strong brand builds your business. A weak brand can destroy it. A well-branded business that provides good services, lives up to its promises, inspires trust and generates referrals. If your customers have a good experience with your brand, they’ll tell their friends. While advertising is an indispensable part of the marketing mix, word-of-mouth referrals are the Holy Grail. With a weak brand this is nearly impossible to achieve and in fact, you may generate negative referrals. No business wants that!

A well-crafted brand tells the story of your business. So look around. What story is your brand telling today? And what story do you want it to tell? If those aren’t in alignment, contact The Get Smart Group today.