The SMART Way to Strengthen Your Brand

By David S. Chang

Image Credit License CC0

Building a brand is one of the essential ingredients in the recipe for growing your business. With SMART branding, you can distinguish your business a crowded and competitive market. Many companies sell similar products and services, what separates them is your brand. A strong brand gives you the advantage of attracting the right type of customers.

In today’s economic, companies need to stand out and recognizable against the competition. Here are some SMART steps in creating a brand identity that gives you an advantage over your competition.

How Customer Service Can Reinforce Your Brand Ethos 

How your customer service representatives treat people is critical to your brand. Companies that have the worst reputation are primarily due to poor customer service, rude representatives, and not being responsive to customers. Customers may not remember the exact product or service, but they will remember a positive and memorable service.

Not only the customer service you provide a positive image for your clients, it can also serve as a way to reinforce the message you want to convey. Train those that deal with customers to be friendly, listen and respond promptly, and live up to the standards that you want to convey to your customers.

Creating A Recognizable Team

Your team needs to be easily identifiable as part of your organization. If your business has physical locations where your customers are able to visit and interact with you, it should be clear that they work there. This does not mean that your team needs a uniform, it just means that there should be something unifying in their aesthetic. You may want to use ID lanyards or badge reels to make your team immediately identifiable. Having some form of dress code may help you.

Create a core program of training that not only covers how you want someone to do something but also understand the why and the message to convey. Find employees that also embody the brand you want to convey, this will help find the right people for your company.

Assessing Brand Standards

There are a number of ways that you can measure and assess the standards of your team’s delivery of your brand message. Using services such as a mystery shopper is one method. By monitoring your team against a set of criteria you can see to what extent they understand and are willing to share the company’s goals. These can be used as tools for ongoing training and development across all levels of your team. 

David S. Chang

Award-Winning Entrepreneur, Wealth Manager and CEO | Chief Editor, Author, Keynote Speaker, Consultant | Political Consultant | Army Officer National Guard | Living To Fulfill Needs, Solve Problems, and Live Passionately!


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