Many years ago, when I was a fresh-faced twenty-something and before we did brand identity work for our clients, I admit I was sceptical about the value of developing a quality brand.
I mean, a logo’s not THAT important, surely (I thought)?
But I was naïve back then, and have since seen the error of my ways.
First, a little clarification;
Your BRAND could be described as what someone says about you when you’re not there. It encapsulates your values as a business and should run through everything you do – how you answer the phone, how you write your emails, everything. The outward image of your brand is your BRAND IDENTITY.
The strongest brand identities are instantly recognizable – even to small children – and immediately send a message about that business. Companies like Apple, Coca Cola, Adidas and Nike spend millions every year to promote and develop their brands, because they know it directly affects their sales and market share.
“But I’m not Apple!” I hear you cry.
Fair enough, but there are lots of well-established benefits of having a strong brand identity that ALL businesses should enjoy.
And the first one is that a strong brand identity can command a Price Premium.
Ask yourself why is it that someone’s willing to pay thousands of pounds more for a Lexus than for a Toyota, when they’re virtually the same product with the exception of some additional options and accessories?
You could make the same argument for Apple products (if you want to run the risk of being chased out of town by a load of Apple fanboys carrying pitchforks). Many of their competitors’ products are technologically just as good as theirs, but their iconic brand is often enough to attract customers for life.
In short, if you look the part, you can charge more.
And yes, this applies to even the smallest businesses.
Consider two builders, turning up to quote for an extension on a house. Both these builders are highly skilled, very experienced, and have work booked for the next six months. But one of them knows how important it is to look the part.
The first guy turns up in a crappy beaten up van, and the homeowner’s looking through the curtains thinking “hmm, not a great first impression, but I imagine he’s cheap”. The second guy arrives in a clean, well-kept, relatively new van with his classy logo sign-written on the side. Mr Homeowner thinks “now this guy’s got it together, I bet he’s good. Might have to pay a bit more, but I bet he’s worth it.”
The second guy’s the one who’s quoting more (and getting the jobs) and making a much better living, doing pretty much the same work as the first guy.
Take a look at your own brand. What sort of message does it give off? Where does your brand put you in the pecking order? Should you be higher up?
If you’re really good at what you do, and have lots of work but want to make more money doing it, getting your brand sorted will mean you can charge more.
And I haven’t met a business owner yet who’d turn their nose up at being paid more for what they do.
For over 15 years, the Tomango team has been creating brands that help businesses win more of the customers they want, and charge more for their products and services.
If you’d like to talk to the experts about how to get your brand into shape, get in touch and find out how we can help.