Published on July 10th, 2018 | by Diogo Costa


Eric Pesach Harbor: “Ground rule for any business – don’t stop investing in branding”

A smart business branding can differentiate the business from its competitors and make it particularly memorable for potential customers. We asked Eric Pesach Harbor, sales specialist, to explain how to make the right use of this effective jumping board, and why it is worth spending time and money on.

The branding process of an organization is significant, especially for small businesses in the competitive arena, but not only for them. Right branding – one that creates real change and lasts – is not the exclusive inheritance of large firms. Even a small business with sparse resources can update and refresh a tired and dusty brand, and in this way improve sales.

“In a small business, as opposed to a large one that can afford to hire a brand manager, it is the business owner who has to take on the role of the brand’s watchdog and act accordingly,” says Eric Pesach Harbor. “New-born businesses must examine existing brands in the market, mainly to know what not to do and to take an innovative, fresh, humorous and unexpected approach.”

But according to Eric Pesach Harbor, branding can not only consolidate the status of a new company but also – and perhaps mainly – improve the status and sales of a shaky one.

“A tired brand loses its attractiveness not only externally but also internally,” says Eric Pesach Harbor. “In such a case, serious branding – one that redefines the essence of the company and its values – can create a positive dialogue within and outside the organization. It energizes, intrigues and makes the business innovative and up-to-date, both in the eyes of its employees and customers.”

Here are four ground rules for right branding that will deliver a consistent and compelling message to your customers and will be a huge step towards a significant increase in sales, for both new and returning customers.

Define your brand’s message and values

The first step in any business branding process is choosing the message that is important to convey to the customer. This message needs to pass clearly in a limited number of words. It’s worth the attention on every tone and every letter until you feel that both in the text itself and in “between the lines” – you are loyal to what you would like to tell your clients about the organization and the main reason why they should choose you.

In addition, each brand should have its values. Build a set of values that you believe in, and that you think your customers will believe in and connect to. Make sure your employees follow the code you set. All these will determine the nature of your business over time and how your customers will perceive it.

Create an identity between you and your brand

Be sure to create an identity between you and your brand. If your brand, for example, is based on values of reliability, integrity, and transparency, you should also be reliable, honest, and transparent. On the other hand, if your brand is wild and lively, you should be too.

“The connection between you and your brand will not only strengthen its status and character – but it will also give it more credibility and stability,” Eric Pesach Harbor emphasizes.

Creating a brand is the implement, not the goal

If you are operating in a sexy market – build a hot brand. If you are in a conservative market – build a respected brand. Do not create the brand that you would like, but a one that will suit your customers. Accordingly, it is also essential to adjust the right advertising language to the brand.

“Funny, cool, sexy or provocative advertising – is a lot more fun than conservative one, but if you do not do what is right for the business and what fits it, the customers will not come. Provocation may bring headlines, but not necessarily cash to the cashier”, explains Eric Pesach Harbor.

Be consistent and uniform

Creating a connection between the idea that’s behind the brand, its values, its components, and the ability to identify it from others and prefer it – are processes that take a long time. Each customer encounter with the brand is an opportunity to build another important layer in his connection to your business. Consistent visibility should be kept in order to make the customer understand that this is your brand. Repeated use of the same components over time ensures a higher chance of brand recognition.

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