Please excuse any typing errors as this is a direct transcription of the podcast.
Recruitment can be such a fast-paced and intense industry to work in, it can be difficult to find time to sit back and reflect on just what your ‘brand’ is saying about your company. It is something that is worth devoting some time to, as successful development of your brand can maximise your businesses performance and take it to the next level.
Why is a brand important?
Quite simply; your brand is what sets you apart from your competitors, your unique identity in a crowded marketplace. Competition for new clients and candidates is fierce, and strong brand identity will be vital in helping you secure new business, setting you apart from your less recognisable competitors.
Is your name relevant and meaningful?
This doesn’t necessarily mean it has to be something short, cool and catchy, although this can be helpful. What is vital is a name that is meaningful and portrays what is both important and different about your company. Ideally, you want that message to be conveyed to potential clients as soon as they see your brand.
Do you have a strong logo?
It may be a cliché but it’s true. A picture is worth a thousand words. Along with a strong brand name, a powerful logo can add real impact to your brand, and can go a long way to building recognition. Your logo should be on all your communications.
Develop your brand’s voice
Just like people, businesses have personalities, and it is important to portray this as part of your brand. If you want your agency to come across as a company that is a reliable ‘safe pair of hands’, then your brand’s ‘voice’ would be somewhat different to an agency that considers itself dynamic and innovative. Whatever your brand’s ‘voice’ make sure it is unique and always the same.
Be consistent
A brand isn’t a logo, a name or a ‘voice’. It is the sum of all those parts and more. It is how your consultants answer the phone. It is how they conduct themselves in meetings. It is how they deal with difficult clients, and how they treat their candidates. You and your employees should understand your brand and represent it in everything you do.
Don’t be afraid to change
If you’ve come to the conclusion that your brand isn’t working, don’t be afraid to change. Yes, it may involve a lot of resources, both in terms of time and money, but limping along with a failing brand is not a long-term strategy for growth. If it isn’t working now, change it. It isn’t going to get any better. Financially it is more cost-effective to build a new, effective brand than remain with your failing current one. A new brand identity can be a great opportunity for some PR, which may in itself bring some new business in. Be honest with yourself. Is you brand working for you?
Thanks,
Denise.
P.S. Building your brand presence in the market will be critical this year. If you would like to take advantage of a complimentary marketing strategy call with one of our team book a call here.
