The value of a cohesive company brand

October 30, 2017 by Mariah Rittershaus

An advisor works to create brand cohesion on his website.

about the author:

Mariah Rittershaus

Graphic designer

Mariah is an experienced graphic designer who enjoys providing advisors with creative and impactful visual content.

A lot of people have heard it before, that on average it takes a person about seven seconds to form a first impression upon meeting someone. If that is not intimidating enough, a recent study by Princeton psychologists reveals that it might actually only take one-tenth of a second for a person to form an impression about another individual.

More often than not, this first impression time is just as short for a company brand. From the very first time someone interacts with your company — be it online, on the phone, or in person — they are making assumptions. Beyond making a good first impression, let us discuss why having a sound and cohesive brand is important and invaluable for any company. 

Telling a story

When people hear the word “brand” they think of things such as a company’s logo and color scheme. However, this does not even begin to skim the surface of what a company’s brand actually encompasses. Branding relates to the entire experience that a consumer may have with your company, from start to finish.

While this can — and usually does — include things such as your website and logo, it is also made up of things such as how you word your voicemails or how you present yourself during a call. In other words, your company’s brand is its personality. A strong brand will be cohesive across all of these fronts and tell a clear story about what your company does and what it values.

Building trust

Before any consumer even considers doing business with you they need to first feel that your company is credible and trustworthy. If a client visits your website for the first time and it is hard to navigate, shows no cohesion and focus, or is simply unpleasing to the eye, they will most likely leave and look elsewhere because they will not feel comfortable working with you.

If a client sees that your website is presented in a polished manner, however, they will feel as if they can trust your brand and that your company is legitimate. The clean and professional look of your website will leave them with the impression that you are experienced and knowledgeable in your field, and that the services you offer are not only valid, but hold great value to them.

Crafting this strong visual identity both online and in advertising will only further support the story you are trying to tell about your company. When your clients or prospects recognize the cohesion across all aspects of your brand, they will not just trust who your company is, but they will also want to continue working with you in the future

Differentiating your business

A strong brand across all facets of your business will set you apart from your competitors. In this technological age, consumers can easily browse the internet and search for businesses all over the world. We no longer live in a time where a person will simply do business with a company that is close to them.

For this reason, it is important that you do everything you can do distinguish yourself from companies similar to yours. If you sell the same product or service, it is your brand that will set you apart. With a strong brand you can grow your reputation which in return will make your company more recognizable and memorable. It will also allow you to clearly show a consumer why they should choose you over anyone else.

As your company grows in recognition, you will notice an uptick in referrals because you are becoming a visible brand that people trust.

Improving employee drive

Not only is proper branding beneficial for your company externally, but it also brings value to your company internally. When you have a clear brand strategy it provides everyone in your company with a common goal to work toward. This will instill a work environment that is motivating because each and every employee can see how what they are doing effects the overall success of your company.

Feeling like they are a part of the bigger picture employees will produce a higher quality of work and be more willing to stay with the company long-term. This will further push a healthy brand and pave the way for continued success.

No matter the size of your business it is important that your company invests time and assets into developing a sound and cohesive brand. It will drive new business to your company, increase retention, and instill a positive work environment for your employees.

To learn how a seamless client experience can improve revenue at your firm, click here.