“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin


When most people think of branding, they are likely thinking about a popular logo or catchphrase. However, there’s a lot more than meets the eye when it comes to building your company’s brand.

Not only do you have to worry about your logo, you also have to spend time thinking about your website content, social media, blogs, and even how you answer the phone. You want potential customers and clients to consider you their only choice when it comes to solving a problem, which means spending the time to humanise your products or services with branding.

Your message, products, and services are clear to potential customers

What kind of company are you? How do you treat customers? What sorts of products and services do you have to offer? These are all questions that potential clients and customers are likely to ask when they come across your business. What sort of answers are you providing?

Take the time to make sure that your message is consistent across all platforms. If your landscaping company specialises in hardscapes, make sure hardscapes are featured on your website and social media accounts. If you pride yourself on customer service, make sure everyone that works for you is on the same page regarding company image and presentation so that you don’t end up with negative reviews online.

Your message, products, and services should match, which makes your brand, and what you have to offer, clear to potential customers and clients.

Businessman drawing Brand Building concept

People buy brands, not products

Why do people choose to drive a Jaguar, or buy a new iPhone? There are plenty of other fast cars and innovative new mobile phones on the market, so what leads people to buy these things in droves? It’s because people buy brands, not products.

Building your company’s brand means humanising the people behind the name. It means making a personal connection with potential customers and clients and providing an outstanding product or service that people really want.

If you spend the extra time to develop your company’s persona, you’ll in turn make shopping more personal, which will cause customers and clients to return to you time and time again. You’ll also likely pick up some referrals along the way.

Your brand sets you apart

Many business owners make the mistake of trying to get customers to choose their product or service over the competition. If you’re thinking about your business this way, you’re going about it all wrong. Instead, you should be trying to get your prospects to see you as the ONLY ONE that can provide a solution to their problem.

Gone are the days of competing with other businesses in the area. Today, every business is competing globally, which means it’s more important than ever to set your business apart from the rest. There are a few ways you can do this:

• Offer something your competitors don’t – This can be anything from a product, to targeting a new demographic, to offering a service for free.

• Offer customised services – Create one-of-a-kind items or concoctions, or customise a service to meet a client’s needs.

• Add more – Make your product offering bigger, or provide a service for a longer period of time without charging extra.

There are many more ways to set your brand apart. Don’t be afraid to get creative!

Your brand keeps you moving in the right direction

Your personal brand is a great way to connect with customers, but it’s also a great way to make sure that you’re moving in the right direction.

By establishing your brand, you can ensure that your staff meet your expectations. Quality branding tells them how to act with customers, how to present the right products and services, as well as how to meet your business’s goals.

Power of Branding Iron Words Marketing Identity Trust

Your brand helps you stay focused

If you’re a business owner, you likely have tons of ideas on how to expand your business. Unfortunately, most of those ideas probably won’t help your business grow. As a matter of fact, if you take a step too far from what people expect from your company, you’ll likely lose customers.

Having a clear brand strategy will help you stay focused on what people have come to expect from your business. Your brand can even help you plan effective marketing strategies, which will save you time and money.

The thought of building your brand can feel overwhelming, but that shouldn’t stop you from getting started! Here are some easy first branding steps you can take to make sure you set your business apart.


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