Some business owners utilize marketing without realizing the positive and negative impacts on their business. They will quickly get a store sign, van logo or business card without evaluating their purpose or use for their business model.
The rationale might be: they seek customers and assume a brand identity (logo) will offer credibility. Having a logo is beneficial; proper use is essential. Plastering a logo everywhere does not always help the business.
- A terrible sales experience ends up on Facebook killing the chances of sales (the market used to share the bad)
- A terrible sales experience posted on Facebook, but refuted by great customer experiences that occurred over time (a brand reinforced by the market neutralizes an irregular experience, which turns into an asset)
Primarily, customers are acquiring professional services from other people — plumbers, retail sales associates, senior executives, as an example. Secondarily, they are purchasing their product. Each person inside the organization plays a role in generating new business, closing on the sale and retaining customers. Marketing — good and bad — will help or hinder their chances of success.
Using good marketing helps increase the chances of success. A smile, listening to your customers and delivering what they need, when it’s needed are brand traits. However, some executives don’t connect brand traits to marketing. Examples: A business card invites a person to learn about the company on a website. A van logo brings the business to their doorstep for close evaluation. A building sign welcomes customers to enter a store and talk with a smiling sales associate.
The store sign, van logo and business card are marketing first impressions. A disorganized store, a messy van, or low-quality website define the brand experience. Those experiences diminish the opportunity to convert the customer into a successful sale and leave a memorable impression with a symbol — the brand ID (the logo).
You have seen it for yourself: high-quality logo and business card that leave you head-scratching when you experience the brand-gap. Conversely, you are confused by low-quality marketing that has superior brand traits but few customers.
Sometimes companies need help developing their brand and keeping it in balance.