What is your brand and why is it valuable?

I tried to answer this question in a short presentation to the East Devon Business Club yesterday lunchtime. What did I say? Read on...

What is your brand? Well, it's a collection of views and opinions about your business. I heard a great description recently: Your brand is what people say about you when you leave the room. I describe it to clients as the personality of their business; the thing that makes them different from their competitors.

Why is it valuable? Two reasons. Firstly, it will help you to win new business. Secondly, it will help you to keep your existing customers. There are a number of challenges that businesses may face when they're trying to find more customers. For some it's a case of trying to raise their profile and get noticed. For others it's a need to look different from their competitors, so that potential clients look at them first. Many companies struggle to position themselves so that they can reach their target market.

For businesses who want to hang on to their existing customers it's all about loyalty. Your brand is the key tool in creating loyalty in your customers. But the first step to loyalty is consistency - and that's consistency in every area of your business.

There's a lot more to say, so if you'd like to know more about your brand and what it can do for your business, email jonathan@alderandalder.co.uk. To see some examples of what we've done for our clients visit www.alderandalder.co.uk.