For start-up companies in particular, a logo can only tell people who you are, not what business promises you’re making or how your products or services are represented.
So what constitutes the totality of a brand and how it can be used to sell a business more effectively?
A good business start-up can and should be a long time in the making – areas such as the competitive environment, market conditions and cashflow forecasting always form part of a credible business plan. However, the way a brand is experienced is of equal importance, because it establishes a reason why potential customers should use your products or services.
It’s all in the detail
Daylesford Organic is a great example of a brand that knows how to do this. This includes:
1) clear statement of intent: ‘straight from our farm to your fork’ (who they are and what they believe in)
2) well-written, evocative product descriptions
3) quality photography
In addition, they give ideas and instructions on how to cook their meats and blog around ‘stories from our farm’. These details not only invite customers to be involved in the brand, but also help to build a picture of what makes their brand unique, interesting and worthy of attention.
Many start-ups and even established companies neglect to give this aspect of market positioning due attention.
I’ve seen niche, craft-based businesses marketing high quality products using inconsistent and poor quality photography and dull descriptions. There is often a huge difference between how they would describe their products or services to you in person and how they are portrayed on their websites.
Compare these two descriptions for Rose Bath Oil:
a) Beautiful blends of essential oils suspended in natural oils of sweet almond and apricot kernel in Bamford’s iconic green glass bottle. These toning and relaxing bath oils bring the spa into your home.
Bamford Rose with Camomile and Lemon Bath Oil 250ml
Bamford believe that what goes on the body is as important as what we put inside.
b) Rose Bath Oil 250ml
For a relaxing bath
Which would interest you more?
Whether you make nuts and bolts or deliver consultancy, make sure that everything you say, show and do supports your brand promise.