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Building and maintaining a brand is vital to the long term success of a business. Everything you do has an impact on your brand.  This month we take a look at how you can build a brand.

Building your brand

People purchase a product or service from you because they know, like and trust your business. Sales people often use their skills to help a prospect know, them as an individual. Most will do this naturally during a sales process. Marketers however do not and in fact, often forget the importance of know, like and trust.

How do we get to know, like and trust a brand?

Initially people will judge your brand on face value. That’s right! they want you to look good, sound good and have good strong reputation. They may also judge you on the way in which they established contact with your brand. Was it a referral, a colleague, an advert on a website or a press release?

Every time you have contact with that person it will slowly build their perceptions of your brand. The key is to build a common brand perception and solidify it over time.

Now you’ve got the “Know” and “Like” parts sorted you’ll need to build the trust. Keeping in contact with people is very important. Not enough contact can make a customer feel isolated. This isolation can mean that they question your motives when you do contact them. Do you only email when you want something?

Knowledge can also have a major impact on trust. If you’re business is perceived to be an expert in its field, you’ll immediately gain trust. You can show off your knowledge through newsletters and consistent contact with your customers and prospects. This returns us back to “knowing” your brand and so the procedure starts again.

We must guarantee that you customers continue to know, like and trust you. We also need to show them that you value the relationship and continue to remind them of your brand values. We like to know what to expect and the best way to build expectations is through reliability of appearance and message.

If you have any questions about this article or building your brand through email marketing send an email to [email protected]

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