Have you ever walked into a store and turned around immediately because something didn’t seem right? Been on a website and clicked away because the design was all over the place? Clicked delete on an email before you even opened it because the title was ALL IN CAPITAL LETTERS?
Chances are, you’ve probably answered yes to all of the above, and the thing that links them all is poor branding. Let’s take Porsche or Disney as examples of good brands for a moment, how often do you think people would ever answer yes to those questions?
At Biz Group, we are currently going through the branding process, with the first phase of the rebrand launching last week, along with our new logo. Moving away from three entities (biz-ability, biz-events and biz-strategy) to a singular Biz Group is quite a shift, and it won’t happen overnight with multiple phases planned over the coming months (including a new office and website), but I am confident that the results will speak for themselves.
So, how can good branding actually impact sales?
It Is A Promise A good brand is essentially a promise. If you think of some of the top brands around the world, the very mention of their names tells you exactly what they promise. Think of Volvo, for example, and the first word that will come to your head will probably be ’safety’. I can tell you for sure that the branding team at Volvo aren’t sitting around thinking, ‘Wow, how lucky are we that our cars happen to be safe and for some reason people keep talking about how safe they are?!’ Instead, they are driving this message home to us at every opportunity, from strategic partnerships to marketing campaigns.
At Biz Group, our brand is a promise that we are changing the way people think and work every day. Although our branding has changed and the terminology is new, this is something that we have been doing in the region for 22 years.
A Good Brand Motivates People buy products for how they make them feel. Think about your wants and needs, how many times have you paid a little more for something than you wanted and then maybe left yourself short for something you needed?
I don’t drink coffee, but coffee drinking colleagues and friends of mine tell me that Starbucks coffee isn’t actually that tasty. Huh? Why is it the biggest coffee chain in the world then?
It’s because it has the best brand. Starbucks is often referred to as the ‘third place’, somewhere that people can hang out with friends that isn’t home or the office. It’s pretty outrageous for a company to claim there are three places in the world, your home, your office… and their store! It’s outrageous but they have pulled it off, and they haven’t achieved this from their product (coffee), they’ve done it all through their brand.
It Creates Loyalty Whenever we start to trust a brand, we tend to stick with them. We are so spoiled for choice as buyers these days that it can actually be overwhelming, and the comfort of that brand that we have used before and have never let is down if often too tempting to even consider alternatives.
Take Apple, for example, anybody who knows me will know that I am not their biggest fan, but nobody can argue with the brand that they have cultivated. They have probably the most loyal fan base of any brand in the world, and it all comes down to how consistent and clear they are. Tim Cook, CEO of Apple, could walk on stage with a pen and paper and tell the world that is was the future, and people would still buy it. Sales would take a bit of a hit, but people would still buy it I reckon.
Our 55 strong team at Biz Group aren’t quite at Apple’s level yet, and I don’t think we would get away with selling pens and paper, but we do have a 70% repeat and referral business rate, which shows that companies do show loyalty to brands that they trust, even in the B2B field. We often refer to these types of clients as ‘Believers’, i.e. people who are passionate about driving sustainable results in the business and those who challenge us to do our best work.
Branding is something that I am quite passionate about, personally, and it’s not some fluffy buzzword that companies should throw around when profits are up and there is money left over in the budget. A strong brand will drive that profit, trust me I have no ulterior motives here; we don’t even sell branding services.
We sell training and teambuilding, you should buy that first :)