By Katie Torres
Take a look at this photo. I'm sure, the first thing you'll notice is the apple on the computer monitor. You know what that apple represents, don't you? You know the brand.
My personal favorite topic when it comes to working for a facilities maintenance company is how to build a brand image. I get excited when we start talking about what our goals and values are, and how to communicate that to others in a genuine, memorable way.
When it comes to building your brand, it is essential to identify your audience. Who are you trying to reach with your message? What kind of questions are they asking that need to be answered? What are their obstacles?
When we put out content, we are very mindful of these questions. In our case, we are reaching out to those businesses who need help keeping their facilities and equipment properly maintained.
But it goes beyond that. We have to keep in mind many different aspects which affect our audience, such as age, culture, and values. We have to connect with people on these deeper levels.
Today, more than ever, our culture embraces relationship and authenticity. So when we say our goal is to be irrationally helpful, we mean that.
We work hard to build strong relationships with those we work with, and we put out content that is helpful to anyone seeking out information about how to keep their businesses running smoothly.
You need to know why you're doing what you're doing, and who you're doing it for. This is not just about selling a product, but about meeting the needs and expectations that customers have when they are looking for whatever product you are offering.
Knowing your "why" is also a necessary step to developing the goals for your business, which is the next step in building your brand image.
When developing goals, it is important to set both short-term and long-term goals for your company. This requires some time and a team effort to sit down and talk about where you want to go.
Answer all of the questions about who your audience is. Know why you are doing what you're doing, and then set goals that are in line with those answers.
Ask, "why am I doing this, who am I doing this for, and how do I get there?"
After you know who your audience is and your goals are set, you can begin to build your brand persona, also known as a brand promise.
This is the slogan you will use to tell people what your goals are and who you are serving, in just a few simple words. Here is a great link that can help you build your brand persona.
Developing key messaging is also an essential step in building your brand image. Come up with a few short, clear, and concise messages that tell your audience what you stand for, how you're different than others in your industry, and what they can take away from what you have to offer.
It's a lot of information and this all takes some effort, but taking the time to build your brand image is not an option. It is an absolutely essential piece to the success of your company.
Check out our next blog post to learn about the next steps in solidifying your brand image, and head to our website for more information if our brand image seems particularly appealing to you. We love to help!