Importance of Branding
When Conscious Branding occurs you get to choose to some degree the message you want to convey to the world.
You will never be able to control how customers interpret those messages as they will all come up with their own version of how they view your business. This can be incredibly valuable if they absolutely love your business as they will want to share the experience with everyone. On the flip side, if they weren't happy with the interaction or something went wrong they could have a negative view.
To try to mitigate the effects of the negative experiences, you want your customers to become familiar with you, as if you are a part of the family or a close friend, so they will be more forgiving if something isn't perfect (which is likely to happen at some point).
Building trust and relationship with your branding is possible.
If you display the same logo, use the same colours, have the same brand personality and voice and keep the sensory experience as similar as possible for the consumer, then when there is something that deviates from the baseline it won't be associated with you completely - it will be seen more as a side issue.
You want to grow familiarity and comfort between yourself and your customers.
Just the same as most people care about their own image out in the world - you shower, brush your teeth, dress in nice clothes, it's just as important to care about your business's brand image out into the world.
It is like the exterior of a car - you want to keep it clean and in top order.
The interaction you have with the customer is like the interior of the car - it's even more comfortable and away from the world.
When was the last time you looked into your branding?
Does it suit the current phase of your business?
It's OK to have an upgrade every now and then, but you certainly don't want to be changing names and logos and colours too often.
It's the familiarity that is important.
If you have built up a large following, then sometimes a bad logo can stay because of the other associations with your brand are so warm, that you wouldn't want to risk losing that.
Other times if you are feeling stuck, a new logo can be like getting a haircut or new clothes, it can completely change perspectives.
You will know where you are in your business and if you don't then ask a variety of customers how they feel about you, I'm sure they will be happy to share their thoughts and feelings in a quick survey.
If You Are Ready to Investigate or Upgrade Your Branding,
Start with an Online Assessment Below