You’ve got a great brand, you’re doing well, but you know it’s time to invest a little more to grow into the step phase of business to give you a really strong brand. But what do you do? How do you do it? What will give you the greatest ROI? It’s time to pull it all together by following the 3 Cs of branding.
A Strong Brand Has Clarity
To have any sort of effective marketing plan, you must be clear on who you are and what you do. It’s as important as your elevator pitch walking into a networking meeting — gotta have it nailed. Consider the following list of things about which to have clarity:
- Who you are
- What you do
- Who you do it for
- Why you do it
- When you do it
- How you do it
And while this may be a “no duh” list, can you rattle off the answers in your sleep? Can your employees? You want every single person in your organization or business to have the same answer to these points. And then you want your signage, window graphics, A-board signs, banners, and your vinyl vehicle wrap to have that same message. You can’t be all things to all people, but you can be everything to the people who need what you do. And you can show up in a way that leaves no doubt about why you’re doing what you do.
Your Brand Values Consistency
Once you have clarity in your business, you must practice consistency. Does all your messaging rally around your business with the same tone and general focus? Does all your branding look the same on your business cards, your signage, your vehicles, and your uniforms? And does it sound the same no matter who in your business is talking? When all of these are working together to create a consistent story about who you are and what you do, you have consistency.
A Strong Brand Practices Constancy
Last, does your business have constancy? Are you showing up in the right places on a frequent enough basis that it makes a difference? Do your wrapped vehicles seem like they’re everywhere around town? Are you taking your clarity and consistency and sharing it with your target market? Are you staying true to your core values in your messaging and approach? Is your brand promise, customer experience, and brand identity all working together to form a cohesive whole that is believable and reliable every day, every week, and every year?
When you follow these 3 Cs of branding, you’ll be well on your way to a strong brand. Your prospective clients will see you everywhere, they’ll recognize your brand, and know what you do, so when they need it, they’ll know exactly who to call — YOU! Clarity, consistency, and constancy will get you to the finish line, every time.