A company’s brand is much more than just a name, or fancy logo or graphics.

A brand represents what a company stands for - it’s market positioning.  It signifies what consumers percieve of that company as well as deeper feelings, emotions and beliefs about that company.

Brands do have value - Brand Equity - which is a measure of how much more the consumer would be willing to pay vs. the competition or an un-branded version.  A very hard figure to calculate, so we often talk in relative terms.

I recently found an article that indirectly demonstrated the power of brands - in regards to celebrities.  Top Earnings of Dead Celebrities -  by Forbes - discusses how much certain celebrities that have passed away are still making.

By continueing earning after your dead, your brand must contain value.  Another interesting point is how some celebrities have extended their brand to other items.  Elvis to an amusement park (as well as tons of other memorabilia) and Paul Neuman to his salad dressing and other food products.  It goes to the strength of the brand to be able to extend into a totally new market and still be successful.

Branding itself is a huge subject that cannot always be easily understood, nor quantified.  Nonetheless it is a significant part of marketing.

A Classy and stylish Logo – is that what it takes to make a good first impression?

Yes . . . but not only that.

It is true, you need high quality graphics in your  signage, displays, advertising and any other marketing materials.  You need these marketing items created professionally and looking their best.

But that VERY IMPORTANT first impression goes way beyond graphics, style and marketing items.

It includes things like your location, your cleanliness, good maintenance (no squeaky doors).

As well your product will be a huge part of the first impression – you must have the right quality, quantity and product attributes that your target customer desires.

And finally, of utmost importance is the people in your business.  Not just yourself, or your salesman, but everyone, from the receptionist to the janitor.  The service people are especially important, as they help to bring a level of trust to the customer, and they are often forgotten when it comes to sales and communication training.

So be sure to look at all aspects of your business – when making that very important first impression.

Everything about your business matters.  The first impression that a customer gets when he first sees the building as he parks his car will matter.  And again the first impression as he walks in the door, and meets you or your employees.

The logo that signifies your business matters, as does the signage inside and out.  The product displays and advertising about your business has a huge impact on your customer.

The business cleanliness, the paint job, the type of building all matter.  The quality of your product is very important and definitely matters.  As does the quantity of your product the customer receives.

The location of your business  - which part of town it is in.  Also the location on the street, whether your customer had to cross traffic to enter your parking lot.  Also did he have room to park his car – even that matters.

And back to you and your employees.  What they say to your customer is of the utmost importance.  Did they greet him warmly?  Did you speak with knowledge and sincerity.  Was there rapport built and did the conversation flow freely.  This all matters.  In Marketing – everything MATTERS!