Question

Topic: Branding

Is A Business Card And Logo Enough?

Posted by Anonymous on 4/11/2010 at 7:42 AM ET 100 Points
During my research, I have found that many retailers have something that marks their brand (i.e. blue box with brown ribbon). In addition to my logo, is there anything else I should send to my customers, or is my business card with the logo enough? My store is called "The Ruffled Ribbon". My logo is a gold bow (of course). Although, I'm calling my store a gift shop, it is also marketed as a place where customers can shop for themselves as well others. Do I need special packaging, or a small inexpensive free gift to send to customers?
Thanks.
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RESPONSES

  • Posted by Gary Bloomer on 4/11/2010 at 8:02 AM Accepted
    Dear classicchoices,

    Is a business card and logo enough? No, it isn't.

    Look at it this way: when your customers open your packages, are their FIRST thoughts "Wow! You sent me a logo!" If not, you have a problem.

    The best things that can "mark" your brand are not logos and cards, they are value, quality, service, and your ability to consistently go the extra mile.

    Logos do NOT mark brands because in truth, a brand is NOT a logo: a brand is a promise, a feeling, an emotion triggered by style, grace, fulfillment, excitement, and desire.

    Most business cards are name, rank serial number vanilla slabs with a blank back. When all business cards look like this none of them stand out. Your business card must be FAR MORE than just
    a little piece of card: it must become a billboard.

    When others zig, YOU must zag.

    This means your FOLDED business card gives you DOUBLE or
    even TRIPLE the real estate on which to place your message
    and its primary benefits.

    Here's an article that might be of interest: https://www.creativepro.com/article/design-projects-making-memorable-busine...

    A triple folded card will cost more BUT, the extra space it give
    you in which to include offers, coupons, more information, and incentives to act will outweigh the cost in the business they bring in. Your tri-fold card will stand out and therefore, SO WILL YOU.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by Jay Hamilton-Roth on 4/11/2010 at 8:03 AM Member
    The extra step in branding is something you could grow into over time, as you have sufficient funds. What you want are repeat customers and word-of-mouth, which happens not from your packaging nor extra gift, but primarily through value of the products/service you provide. If people buy/like/recommend your products, then take the extra branding step if it matters to your clients.
  • Posted by Peter (henna gaijin) on 4/11/2010 at 3:16 PM Member
    I am with Gary and Jay - the brand" you are know for is not the logo or stationary, but what you offer to customers in regards to the value, delivery, etc. of the products and service sold.

    Logos, slogans, etc. are all small pieces of the brand, but take the back seat to how you do business.
  • Posted on 4/11/2010 at 6:33 PM Moderator
    All the comments above are exactly right. You need to focus on delivering a valuable, unique benefit to your customers -- satisfying an otherwise unmet need -- and doing it consistently. Then you need to communicate the positioning benefit in a way that will resonate with your audience ... strike an emotional hot-button for them.

    If you can do that, then the business card and logo will be a nice reminder. But don't confuse the envelope with the message. The logo and business cards are of secondary importance.
  • Posted on 4/12/2010 at 8:42 AM Author
    Wow! A big thanks to all respondents. I wasn't really knowledgeable about branding until I received your responses; it's all about customer service!
    VANNAMENC is correct. I was trying to ask if there is anything I could send to my customers as an introduction to my shop and it's services. I really don't have any other ideas besides a business card. I had wanted to send something that says "remember me".
  • Posted by rvenkat on 4/13/2010 at 3:02 PM Accepted
    In the long-term people will not come back because of the logo, business card or the special box/bag used for packaging. The value proposition, uniqueness what you offer (positioning) and the total customer experience are key to building a small retail brand.

    As pointed out by others, a brand is a lot more than the visual identity. Attractive identity and packaging help, but branding does not end there. Make sure the visual and physical elements of the brand (logo, tagline, packaging etc.) represent convey the essence of the brand (a retail store targeting college students vs. upscale customers should each speak to their respective audience in a meaningful way). Having addressed this issue, focus more on what will keep the customers coming back (not just what will bring them into the store the first time).

    I would stress that you invest in customer relationship building. If it is an online store and someone is sending a gift, you can remind the customer next year. If it is brick-and-mortar store, there are ways of gathering personal data. A simple rewards program will often get you personal data (birth date, phone/email), which can be used to target your marketing communications (of course, you need to ensure customers can opt-in or opt-out of receiving such communication and that you have a good privacy policy). Think about how you can differentiate from other stores and offer the consumer a reason for coming back (better selection, better prices, great customer experience etc.).

    Ultimately it is the delivery of a superior total customer experience that will build a retail brand.
  • Posted on 4/15/2010 at 11:00 AM Author
    Thanks so much to all who responded. This questioned should have been more than 100 points. Sorry about that. Everyone deserves a piece of the pie. I will never forget the statement "When others zig, YOU must zag" by Gary B.
    Vannamenc mentioned my store name and understood what I was trying to convey in my question.
    Lastly, Rvenkat provided specific examples of what I can do.
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