Securing repeat sales largely depends on the ability to create a positive customer experience. The more touch points your sales team can cultivate with a new client, the more likely they are to build a lasting relationship. Bringing new customers into the fold also requires a solid brand image that is both effective and relatable.
Your Brand Tells Your Story
Very few products or services are exclusively available from one vendor. Consumers today are acutely aware of their buying power and the number of choices they have for a given purchase. Cultivate positive brand awareness by creating your own image. Share your image on traditional and social media outlets, in person, and through print advertisements.
As consumers become familiar with your image and story, they will naturally become curious about your culture and your brand. Ensure that your brand image is both appealing and relevant. Meeting this simple criteria will ensure that brand recognition directly increases your profitability.
Branding Does Not Equal Selling
As important as the brand may be, it cannot generate sales in a vacuum. Even the most powerful brands are subject to reputation chaos. Consider recent headlines involving Apple, Coca-Cola, Toyota, and Disney. These recognizable companies are literally household names. Yet, on any given day, even the smallest amount of negative publicity can greatly impact their bottom line.
A tarnished brand affects stock prices, employee productivity, and overall sales. To minimize the risk of your brand taking a hit, be proactive with your branding. Choose worthwhile causes to support, and take action in local communities. A few steps in this direction will surely increase the positive brand image and negate attempts to discredit your brand.
Appeal to the Senses
Whether you are just beginning to build your brand or have been in business for awhile and are considering a rebrand, do your research before making a commitment. Images, colors, sounds, and even scents associated with your brand will impact your sales. Consumers are enticed by bright colors and bold brands when it comes to the amusement or food and beverage industries. If you offer a professional service such as accounting or legal advice, stick to cool, muted colors. Allow room for your brand to speak for your company. Prospects who are drawn to a solid brand will quickly become loyal customers.