I was recently working with a client and started discussing his brand. He mentioned his suppliers had a brand, but he didn't.

Every business has a brand and it's how you look after that brand that is critical. The consumer selects a garden centre based on their view of your brand, they rarely select it because of the brands you have on the shelf. Your brand is the most critical brand.

According to Steve Cornwall of Cornwall Design (ref: Better Business Magazine April 2003) you should check your brand on a regular basis. I can't agree more. Your brand is critical to your success and you need to emphasise to your team the key issues to enhance and maintain a consistent brand message.

Key issues include:

Every team member must ensure the message is consistent
Many of your team may not appreciate how important your brand name is, and they may not be aware how everyone of them effects the brand. Draw up a list with them of the important factors of the company brand and how they influence the brand.

Be consistent in everything
Your brand should be consistently portrayed on all your signs, business cards, letter heads, point of sale cards, team members uniform and so on. It's not just something you place on a sign outside your centre. It should be consistently portrayed in everyway you communicate with your customers.

Your brand is more important than profit
I know many readers will disagree with this, but I strongly feel your brand is more important than profit. There will be times when you will need to forfeit profit to preserve the reputation of your brand in the eyes of the customer. If you don't you may have a short lived brand.

Introduce mystery shoppers to check your brand
Your brand integrity should be measurable. If you can't measure it, you can't manage it. The biggest influence on your brand is your team. Introduce a mystery shopper system into your business to check that your brand reputation is being adhered to.

Your brand is your U.S.P
It's what you do differently from everyone else to make you stand out from the crowd. Ensure you have a Unique Selling Proposition (U.S.P) and promote it via your brand.

Don't be afraid to take risks with your brand
Successful businesses take risks, especially in such a volatile world. Encourage your team to take risks whilst preserving your brand integrity. But don't forget to support your risk takers.

Support your team all the time
If you don't support your team, they won't grow your brand. They are the ones that have the maximum customer contact and they are the ones that need support.

Focus on your real customers
Not everyone wants to deal with you and your garden centre. Identify who your true advocates are and make sure your whole team are aware whom they are. Your brand success revolves around these people selling your brand for you by word of mouth.

Keep up with trends
For your brand to be relevant, customers are looking to you to be a leading edge retailer. They want you to offer the latest trends, fashions and colours. Keep up to date, read the relevant magazines and ensure the whole team are aware of those trends.

Be seen as a leader in your community, the industry and by your team and promote your brand at every opportunity. It's a never ending process, but it will deliver success.


About the Author
John Stanley is a conference speaker and retail consultant with over 20 years experience in 15 countries. John works with businesses around the world assisting them with their merchandising, staff and management training, customer flow, customer service and image. Visit www.johnstanley.cc or email us on newsletter@johnstanley.cc.