10 free do-it-yourself branding tips for businesses

I create logos, websites and other print materials for organizations to show their brand in the best light. I have observed that while some organizations are willing to spend money on visual design, they are not willing to spend the time and effort needed to create a truly successful brand. Brands that are successful communicate the same core message and level of service throughout all customer interactions. If you are on a budget and can’t afford high-quality design services, here are ten things you can focus on to move your brand in the right direction.

1. Employee education – Make sure your employees fully understand the products and services you provide, and that they always provide the appropriate answer to common customer questions.
2. Telephone protocol – Have each person at your company trained to answer and respond to telephone calls in the same manner. Call your company every once and awhile pretending to be a customer to hear what your customers hear.
3. Tell your company story – Everyone involved with your company should know why you are in business and what makes your company great at what it does. When a staff member encounters a new customer, make it part of the intake process to tell your company story. This will help the customer understand more about your company and feel a greater sense of familiarity.
4. Remove the word “no” from your company’s vocabulary – While it’s true that you can’t be all things to all people (in fact, you should do the opposite), customers don’t like being told “no.” Instead of saying, “we don’t do that here,” train your employees to offer helpful alternatives or suggestions when your customers ask for something you don’t offer, even if that means sending them to your competition.
5. Be predictable – If a customer expects something from your company, make sure you deliver it. I see independent restaurants and retail businesses closed during what I consider “normal” business hours all the time. If people expect your business to be open from 9 a.m. – 6 p.m., make sure you’re store is open during those hours every day. And if you have to take Sundays or Mondays off for your own sanity, hire someone else to run your business during that time.
6. Be reliable – Your customers expect to receive the same treatment and service each time they interact with your organization. Make sure this is true, and make sure these interactions are phenomenal.
7. Ask questions – If you receive a compliment or a complaint from one of your customers or staff members, don’t just accept it at face value. Ask what was good or bad about the situation and ask how you can improve your service the next time. Note: you want to improve your service even if it’s a compliment!
8. Listen to your staff – Small business owners often make the mistake of thinking they have all the answers. Frequently it is your staff that is in the trenches with your customers, and they might have better solutions to problems than you do.
9. Stay in touch – When customers are thrilled with your product or service, make sure you have a way to stay in touch with them. Depending on your business, this could mean adding their name to a mailing or email list to receive coupons; inviting them to special events that your business hosts; or sending them regular correspondence via email or post with information about your industry. Note: the point here is to make a soft sell by educating your customers about your business, not to make a hard sell and abuse your customer’s trust.
10. Be trustworthy - If you make a promise to your customers, no matter how small, make sure you follow through 110% and be transparent in the process. If your organization cannot accommodate someone to the extent they are asking you to, don’t make the promise, instead offer a helpful alternative.
11. Bonus Branding Tip: Empower your employees to be able to handle the majority of customer situations on their own. Create a framework for employee training that teaches them how to solve unique situations and customer problems on their own.

The bottom line is that customers prefer consistent service and knowledgeable staff above just about anything else (even great design). Before you invest in design work with the goal of bringing more customers in your doors, make sure your staff is ready to make those newcomers customers for life.

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