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Are you
STANDING OUT
from the crowd? It
is important whether you are serving the community as a non profit or as a for
profit business that your brand development includes these three primary
components:
·
Creating your brand identity.
Your identity is the visual and verbal way in which you represent and
communicate your company. Some people respond better to visual messages and
others to verbal, both need careful attention.
·
Building brand awareness and
recognition.
Once your identity is
established, the next step is getting recognized. It is critical that your brand
is applied consistently across every form of communication and interaction; from
the way your telephone is answered to your primary forms of communication.
·
Delivering a positive brand
experience. Finally,
you'll need to ensure that your clients experience lives up to your claim. Every
part of your organization must clearly understand your mission and promises, and
ensure that it is applied fully and consistently across all aspects, how they
are treated on the phone, their Web site experience, their experience in using
and benefiting from services, and how easy it is for them to get support. If
done well, word-of-mouth referrals and repeat business will get results.
Conversely, a poor experience will build and transmit a negative perception, and
your clients will relay that to others. Consistently delivering a satisfying
experience at each stage is the key to achieving the preference and outcome
measurements that gets results and repeat business. The results are ongoing
support from the community that you serve and the contributors that enable you
to provide these services.
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