One of the most important, but unfortunately often overlooked, aspects of customer relationship management is ensuring that your company has effective branding. Appropriate and visible branding is the first step at establishing a relationship with customers. Customers establish a rapport and familiarity with a company based entirely on its brand, at first. Branding is the first impression that an enterprise makes on customers, and if it isn’t handled right it can be the last impression as well.

What is a brand?

A company’s brand is essentially the sum of its presence and products – its identity. A company’s identity can be broken down into it name, logo and slogan(s), philosophy and design, and marketing. A good brand has a cohesive message or theme that persists across the company’s entire identity. This theme or message should be obvious to customers and help differentiate your business from competitors. However, while your company’s identity should all share a common theme it doesn’t mean that your company’s identity necessarily has to be based upon the product or services that it provides. For instance, Apple (AAPL), a supplier of advanced computer devices and software, does not have a name or logo related to computing. However, the Apple corporation is perfect example of how a company that has a common theme across its entire brand.

Apple is famous for their unique and unobtrusive design for their consumer products. Whether it’s an iPhone, iMac, or iPad the company’s philosophy of clean lines and uncomplicated design is obvious across their entire product line. The theme or message across Apple appears to be simplicity through efficient engineering. Apple products are minimal; many “iProducts” such as the iPhone, and iPad have less buttons and are less complicated than competing devices. Even Apple logo itself is an example of minimalistic design; there are no bright colors or unnecessary elements. If you are running web design company, for example, then all your company’s web pages and designs should showcase of some aspect of the internet or technology.

Company Philosophy& Reputation

A business’ philosophy, design, and marketing essentially go hand in hand. A company’s philosophy or design sets the pace for its design and marketing. Apple, for example, which we have already established is famous for its philosophy of minimalism, also has a design and marketing strategy in the same scope. Apple’s product commercials and newsletters, emails , et cetera are also quite simplistic. Apple marketing is to the point: they quickly show the audience or viewer what their product can go and get out of the way. Apple essentially lets their products and services speak for themselves instead of speaking for them.

When establishing your company’s brand and philosophy it’s important to show that your company is heavily invested in its particular product field. Apple has demonstrated over the years that it values software development, and not just great product design, by hosting a conference every year for software developers know as the World Wide Developer’s Conference (WWDC). At the same time that Apple shows their commitment to advancing consumer software they also get to show off their companies’ products as WWDC is mainly a showcase of Apple’s upcoming software and technology. To achieve similar success, a business or company can hold conferences or events in addition to giving out free tips and advice. A company that specializes in auto repair, for instance, could distribute manuals on auto detailing or tips how to easily repair small vehicle dings and scratches.

Sub-Brands

Once a company brand has been established many businesses begin to focus on establishing a sub-brand for their company’s products and services. The lowercase English “I” is strong part of Apple’s brand for their consumer products and services. Apple’s reputation for quality merchandise has essentially added value to the letter “I”. Because of Apple’s carefully constructed branding and clever marketing, people nowadays unequivocally associate “iProducts” with superior craftsmanship and design. IF your company offers multiple products or has a several separate divisions or subsidiaries then establishing a sub-brand is good way to help customer connect with those products.

If your company ever undergoes a brand modification, such as a name change then it is important to ensure that your new overall brand is at least as strong as the previous one; ideally the new brand should be stronger. TravelShark, for example, recently changed their name from SwiftRank. TravelShark, which hosts thousands of online hotel booking sites, is a much stronger name than SwiftRank. At this point, TravelShark can continue to build upon its new name to strength their brand with customers.

Your business might only have one chance to impress upon a potential customer, so make sure that your impression is a good one.

Photo by Nicolas Nova & Christian Rasmussen