Does your business mean something to your customer?

Your business has a name and a logo that you put on your invoice, but does that make your business a brand? Maybe. Only if that name and logo means something to your customers.If a customer recognises your business logo somewhere on a piece of paper, strewn among a whole lot of other papers, and is unable to associate any sense of quality, unique approach or value offered to what they see, then you don’t have a brand – only a legal entity.

If this is the case, your business is in trouble, because at the very least you want that customer to associate your business with words such as ethics, trust, excellence and quality. In short: meaning.

Is your business a brand? What goes through your customer’s mind when they see your letterhead among a pile of admin? Do they stop, or do they walk on, unfazed by nothingness?