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The Art of Making People Feel: The Importance of Company Culture in Branding

The readers know that I am trained as a Graphic Designer, and if you’ve been following me for a while you know how much I love logo design. So I’m about to shake up the world a little and say, brand building isn’t just about a logo or a color scheme. In fact, it’s way, way deeper than that. Your brand is built on the impression people have of you and your company. And, let’s be real, unless they’re designers, your clients won’t usually rave to their friends about how cool your logo is. 

I know it sounds crazy for me to say this but, what truly sets successful brands apart is the way they make the client feel. It’s the level of customer service, the quality of the service provided, and the overall experience these things create for the client. Your brand is the sum of all these parts, not just a pretty little graphic. 

So, if you really want to build a brand that people love and can’t help but share with their friends, you need to make the client experience an intentional part of your branding strategy. What this means is, taking the time to think about how your customers will feel at every touchpoint with your company, from the moment they land on your website to the moment they book their appointment, all the way up to the walk to the car after they visit you. 

I can read your mind and I know what you’re thinking, “man I’m just a small business owner and I do this by myself. I don’t know how to focus on customer experience! That sounds expensive.” Well, it aint easy, and it aint cheap, you’re right. But the alternative of having a pretty logo with absolutely no attention paid to the service is way more expensive. 

Study shows that companies with intentional brand building have profits around 32% higher than the ones with no intentionality. So you’re losing money by not paying attention to it. And being intentional about customer service and client experience really doesn’t cost a thing, just your time and energy. Just think about the last company that you visited that had terrible service. Did you want to go back? Even if they had a great product/service, I bet you still told your friends about the bad service before you spoke about the product. 

So, go ahead, forget the focus on that logo for a minute. Instead, define your target audience and focus on creating an experience that will blow their minds. Trust me, they’ll thank you for it by becoming a loyal tribe of your brand and they will tell it to their friends.

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