Friday, October 30, 2015

Branding your business: It’s about making a connection.

CRM, CRM consulting, Customer Relationship Management, Miami Salesforce, Miami Salesforce consultant, Miami Salesforce consulting, SkyPlanner Tips of the Trade, South Florida Salesforce consultants,
Aside from securing capital and managing logistics, the most important aspect of running a business is properly establishing your brand. It’s the first thing people think of when they think of your company. It’s what makes-or-breaks their purchasing decisions.

But the term brand can be confusing. Most may think of a brand as a logo, slogan or jingle. That goes back to the time when branding meant a farmer searing an identifying symbol onto the hide of a nonchalant cow, and it used to be that a company could get by with an established logo or catchy song. But times have changed. SkyPlanner has learned that with the advent of the internet and other forms of “immediate media”, brand identity is just one piece of what comprises your greater brand image.

On his blog, best-selling author Seth Godin defines brand image as:
“The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
According to Godin, your brand is only as valuable as how the collective emotions evoked are able to get existing or potential customers to spend their money on your brand versus other brands trying to elicit similar emotional responses. As potential customers are bombarded with more and more messages every day (some estimates list the number at over 2,000), the things that make people buy into your business and the products or services it sells are not as black-and-white as a logo on a T-shirt. It is the feelings and perceptions behind that logo that will cause someone to buy the T-shirt even if it costs a little (or a lot) more than a shirt on the next rack .

For example, a business looking for assistance with its CRM needs will be overwhelmed with numerous Google search results, banner ads, and other marketing tactics from companies and software that claim to be able to help. That is why SkyPlanner knows that our brand is our most important asset and we must never stop working to provide our clients with the very best in Salesforce optimization and consulting in order to differentiate ourselves from the rest of the pack. At SkyPlanner we want every client or potential client to hear our name or see our logo and automatically know that they will get the best anyone has to offer.

In order to take the next step and begin devising a brand strategy you must know what that strategy aims to accomplish. An easy way to optimize your business’s strategy is to make sure it aligns with Bruce Turkel’s “Seven Points that Build Your Brand.” Turkel is CEO and Executive Creative Director of Turkel Brands which, like SkyPlanner, is a Miami-based business that has had continued success improving how companies both large and small conduct business with their own clients. According to Turkel, the things that any business has to consider when building a brand message for its target audience are:
1. It’s all about them. People care most about things that affect them. In order to reach them, you need to communicate in a way that informs them “what’s in it for me?
2. Hearts then minds. People make decisions based on emotions and justify their decisions with facts. To get someone to pay attention, you must get them emotionally involved.
3. Make it simple. Today’s world is a busy, confusing place. To make an impression and an impact, your message must be succinct and digestible.
4. Make it quick. Things happen so fast these days that if you take your time, no one will wait around for you to explain your entire message
5. Make it yours. A message is truly powerful only if it is associated with you or your product. Make sure that the message you’re presenting belongs only to you
6. All five senses. Conversations involve all the human senses. To communicate effectively, be sure that you’re engaging as many of your audiences’ senses as possible.
7. Repeat. Repeat. Repeat. Conversations involve all the human senses. To communicate effectively, be sure that you’re engaging as many of your audiences’ senses as possible.
But how do you go about implementing the above suggestions for your brand? The truth is it isn’t easy and many times it take a certain amount of risk to differentiate your brand from the countless others trying win the same customers. Marc Benioff talks about just that in his book “Behind the Cloud.” In the book Benioff expounds on his experiences branding salesforce.com in its infancy and how he could have easily followed the common path of safe, innocuous marketing. While that would’ve been easy, odds are salesforce.com would have ended up as just another company among dozens in the CRM business. Instead, Benioff chose to buck the trend and attacked the on-premise software industry head on with an anti-software message revolving around the company’s NO SOFTWARE ideals. The rest is history as salesforce.com’s brand image of being a no-holds-barred pioneer in cloud-computing has helped make it the top name in the industry and one of the most innovative companies in the world.

At SkyPlanner, we have consistently positioned ourselves as Miami’s premier Salesforce consulting company because we believe we are just that: the best choice for your company’s Salesforce customization and implementation needs. That message is conveyed on our website and across our social media outlets, and will only grow as we continue to expand our digital footprint.