Are you a professional?
Of course you are, but your branding must reflect it!
Two minute read.
I had a call from a dear friend yesterday. We first met on social media (of course), we later connected at a trade show in New York and quickly became friends IRL. On our call, she mentioned that she recently remodeled and has a professional photographer scheduled to take pictures of her space and products. She is revamping her website with the intention of “elevating” her brand. We talked about the importance of projecting an image that attracts your ideal customer base —or better targets an existing customer base, as the case may be. We talked about the expense and effort that goes into branding and the ROI (return on investment), as well. A few thoughts…
Know your customer — current and ideal — or should I say current versus ideal, as applies in many cases? Does your merchandise match their needs and wants?
Do not create upscale branding if you sell low end merchandise. (Note that I said low end, not discounted upscale items.) On the flip side, do not create low end branding if you sell moderate or upscale products. And by low end branding, I do not mean unprofessional, I mean not fancy, to put it simply and illustrate the difference.
Your branding goes far beyond your logo! It includes your website, social media profiles (and in many cases the content), your store displays (especially store windows), your business cards, your advertising, your merchandise, your fixtures, your gift wrap, shopping bags and more. Your most important branding tool may be YOU! More on that in #5
Professional and accurate branding is especially important for brands that feature unique offerings that cost more at times. For instance, high-quality goods, hand-made products, merchandise made in the USA and one of a kind offerings.
Professional branding attracts the customers you want as they recognize themselves in a first impression of your store, business and/or website.