BRAND Blackboard Concept

A strong, discernible brand is important for every business. Even a company that never undertakes a formal branding effort will, over time, establish a brand through its communications with customers and interactions with the public. For this reason, it’s a good idea to regularly take a fresh look at your brand and determine whether tweaks or even a major overhaul may be in order.

Who are you?

When reassessing your brand, consider the strengths of your business and whether these have evolved over time — or very recently. Some companies have pivoted during the COVID-19 pandemic to address the changed circumstances of daily life. Look at strong suits such as:

• Distinctive skills, such as excellence in product design,
• Exceptional customer service,
• Providing superior value for your price points, and
• Innovation in your industry.

You need to match your business’s passions and strengths to your customers’ needs and wants. To that end, ask current customers what they like about doing business with you. Survey both customers and prospects about what they consider when making buying decisions.

What’s your personality?

Look at any widely known brand and you’ll see a logo and branding effort that conveys a certain personality. Some companies want to appear creative and playful; others want to communicate stability and security.

What personality will draw today’s customers to your business? You may think that every company in your line of business has pretty much the same target audience. If that’s true, you must come up with an edge that differentiates your company from its rivals.

Businesses tend to have various points of contact with customers ranging from business cards to print advertisements or catalogs to the front page of your website to social media accounts. All play a role in your brand’s personality. Review what your company does at each point of contact, considering whether and how these efforts accurately and effectively represent the business’s core values and emphasize its strengths. Doing so will give you more insight into the best way to portray your personality through your brand.

What’s the competition up to?

No company is an island. Your competitors have brands all their own — and they’re after your target audience. So, in creating or refining a brand, you’ll need to identify their tactics and come up with countermeasures. To do so, engage in competitive intelligence gathering by looking at their:

• Latest products or services,
• Current prices and special offers,
• Marketing and advertising methods, and
• Social media activities.

Sometimes a full rebranding campaign may be necessary to differentiate yourself from a competitor. For example, let’s say a major player has entered your market and you’re worried about visibility, or perhaps your brand is blurring together with a competitor’s.

Are you making an impression?

In the end, branding can make a big difference in whether your business gets lost in the shuffle or makes a singular impression. Our firm can help you assess your marketing budget, including allocations for branding, and identify opportunities for cost-effective improvements.

© 2020

Polk & Associates

Large enough to serve a diverse clientele, yet small enough to maintain a hands-on approach, we are committed to maintaining the highest accounting and ethical standards with continuous education, extensive research resources, and excellent quality control.

Polk and Associates is a member of the Michigan Association of Certified Public Accountants, and the American Institute of Certified Public Accountants. The firm participates in the AICPA Peer Review Program, and has always received the highest level of award for its audit practice and quality control.