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Jun
06

What Your Communication Systems Say About Your Brand

By

danaWhat Your Communication Systems Say About Your BrandA brand is communicated from the moment your prospect contacts you, whether that is through a web page, email, a sign, or a phone greeting.

The communication systems (or lack of systems) says a lot about you and your brand.

What does it say?

Let’s just consider this one case in point, something my local women’s networking leader is always pointing out and has seen personally over and over again: If you give your card to a prospect and then they call and get a greeting that does not clearly identify who you are and what business you represent, that is going to confuse them. It will scare them away and you will lose business.

Having a dedicated office phone is an important step toward branding yourself in a positive light. Don’t mix your home phone and business phone! If you use your cell phone, answer it in a professional, courteous manner. Don’t let your children answer your phone if it is a business call. This is why having separate lines in a home business is so crucial.

Otherwise, like I said, your prospect will be scared away because you will have lost trust in their eyes. It’s the same with signage. If it is not consistent with your brand and does not clearly identify who you are and what you do, you will lose customers. I think of a date that my husband and I went on several years ago. I had heard about a place to listen to live jazz music. There was no signage whatsoever. It was a very uncomfortable feeling, so much so that I didn’t want to get out of the car. We went to somewhere familiar that night.

Because that is what your brand needs to do from the first moment your prospect becomes aware of you. It needs to help build comfort and familiarity in your customer.

When you hand out a business card, for instance, your prospect needs to find a consistent image on your website. This is going to build credibility and he will know that he’s found the right site.

It’s the same with email. Think about the perceptions of free email, like Gmail and Yahoo. It might be free to use these services, but are you getting any value from them? How do your prospects perceive you when they see your email? Gmail especially is full of spammers. Is that what you want to be identified with? A professional logo with yourname@yourdomain.com is going to speak volumes to your customers! It says that you take your business seriously, and therefore you will treat your customers seriously!

Another key communication system is your address. You are required by CAN-SPAM laws to have a physical address for email marketing. Also, it allays fears by prospects if you have your address on your website. But don’t use your home address! That is just not safe! You do not want your home address published on the Internet. Also, do not use Post Office boxes. That also says to prospects and vendors that what you are promoting could be a potential scam.

Your communication systems is an important part of your branding. It’s an often overlooked component to attracting and keeping customers. Build a good communication system and you will be building a lasting Christian work at home business! That is truly branding for success!

 

ABOUT THE AUTHOR: Dana Susan Beasley, the creator of an online training program called Brand Identity Quest, helps Christian families create sizzling brands so they can build dazzling futures. A graphic artist, writer, and homeschooling mom to a special needs son, she is the owner of AngelArts, an arts agency and publishing house. It’s purpose is to inspire audiences to reach for new heights in their lives and beyond through excellently-designed publications and products using original art and literature. To take her free mini-course, 5 Steps to a Wildly Successful Home Business, click here to start now.

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