3. How you approach your brand can shape your long-term business goals
So, you’ve now gone to the effort of ensuring every element of your external facing brand is unified, and your target customers are starting to navigate towards you. But what about your staff and any investors?
Effective branding should also be aligned with the business’s long-term goals and should satisfy stakeholder expectations for the future.
A great example of this is the famous Lloyd’s Bank logo; the now iconic rearing black horse represents an evolving business, constantly in motion. It is shown looking backwards however, to remember and acknowledge where the business has come from. So, within one logo you have a balance of evolution and experience, tradition and innovation, and legacy and the future.
As previously mentioned, your brand is effectively the representation of you, your business values, ethics and principles, so having these reinforced and unified internally as well as externally is vital in order to create a stronger impression for all involved. After all, if your staff are wearing your uniform and provide a bad experience, the consumer will remember, and think that they are a reflection of your business in general.
Which leads us neatly on to…