Top 3 reasons brands don't survive

Branding. It seems like such a strange word to those outside of our office. What is it anyway? Some might say a logo; some might say a color scheme. And while both of those things are right, they are just small portions of a company's brand. 

Branding is a combination of every interaction you have with your customers. When people see you, they see your company's brand. Are they having the same experience across the board? Here are a few branding elements that you may not be aware of:

• How you answer the phone
• The type of information you share on social media
• The type of music you play in your lobby
• The tone you use in your verbiage (website text, email signature, blog posts)
• Customer experience - how do you make your customers feel?

The strongest brands are born from leaders and team members living the brand. It should become second nature to walk the walk and talk the talk. As an example, I'll share a little about the Worx brand.  Our company culture is all about being authentic and enjoying life. We care for our clients in a way that they become family. When my team is excited and happy, our clients are excited and happy. That's why it is important to me to take care of my team. I invest in their knowledge, push them out of their comfort zones and celebrate their victories. And to me, this is second nature. It's not forced it's just the Worx brand, which happens to be the Laura, Amber, Kassie and Momina brand. We're the same people from 9-5 as we are from 5:01pm- 8:59am.

As an entrepreneur, I understand that everyday things can get in the way of growing your brand. Here are the top 3 reasons I think brands don't make it...

1.  Not educating your staff. Often your team is interacting with your clients more than you are. If your team does not understand what your company stands for, how to communicate with customers and have a big picture of where the company is going, then how can they be advocates of your brand? Your employees should be part of your business, not just working hands. Invite them to understand your company culture and be part of the big picture. Get them excited about working for you and that will translate into your customer’s experience. 
2.  Not being consistent. When you start your business, you get everything in place. Your logo, business cards, website, brochures and social media are all set up and in place. But do they look the same? Is your brand consistent wherever people are seeing you? Perhaps it was when you first set things up, but a few months have gone by, and now you've gotten lax on your brand. You’re using different fonts, not following up with clients how you used to and have stopped updating your social media. It's important to be aware of how your clients are or are not seeing you.
3. Not trying new things. It's so easy to get in your day-to-day operation. Paperwork needs filing, products need to be made and bills need paid. All very important things. But staying stagnant with tunnel vision can ruin a brand. What is up and coming in your industry? Or better yet, what trend can you set? What can you add to your marketing strategy that keeps people’s attention longer? What new method could you introduce? If you keep doing the same things, you'll keep getting the same results. Spruce it up from time to time!

Your team and your clients deserve the best you. If you want people to keep not only coming back, but turn into cheerleaders for your company, treat them well, every time. Give them the same experience no matter how they are connecting with you and bring them new and innovative ideas that position you as the leader in the industry. Why would they go anywhere else when they have you!