In the first segment of our 3-part program on aligning your brand for growth, we outlined the process we used to understand market perceptions about the Daxko brand. You now have clear understanding of your current brand perception post-evaluation. And you’re pleased with what you found (yay!). What’s next? (Disappointed by what you learned? We’ll cover some ideas for shifting perceptions in another post.) Build a brand toolkit. Let’s look inside at the different tools that will enable you and your team to articulate, reinforce, and amplify your brand.
- Your differentiator. You’re competing in a crowded market. Why do customers choose—and stay with you—instead of the club down the street? Is it your friendly and knowledgeable staff? The innovative programming you offer? State of the art equipment? A combination?
- Your key message(s). Using your differentiator above, what are the key messages that articulate who you uniquely are? At Daxko, we call these our core truths. For example, one of our four core truths is that we are the member-based health & wellness leader. No other company is able to provide a wider variety of technology solutions to more types of organizations than Daxko. What simple messages reinforce your clubs brand? Typically these relate to what you provide, how you provide it, and to whom.
- Personality. Your brand has its own personality which is expressed linguistically, visually, and experientially.
- Language & tone: What words, phrases, and tone express your brand? Are you friendly or authoritative? What do you call your customers? Are they clients, customers, or partners? What about your team? Are they staff, associates, team members?
- Visual: Your brand expression transcends more than simply your logo or mark. What colors and fonts are part of your branding toolkit. When choosing photos and images, do you rely on stock photography or images of actual members in your facility?
- Experiences: Your club likely has an online and a physical presence. Does the experience you provide across the board reflect who you are or work against you? For instance, is your brand welcoming yet front-desk staff don’t greet members with a smile as they check in? Or are online interactions with your club frustrating and confusing? Those are experiences you’ll want to realign with your brand.
After you’ve stocked your toolkit, document it all for your team. This toolkit will help each person to understand what types of words and interactions reinforce your brand, and also what detracts from it. Join me next week for Part III in this program where I’ll share how to evangelize your brand, starting with the most important stakeholders—your team.