Branding put simply involves a number features that allow a participant or other providers to easily and effectively identify whether your NDIS business is going to be able to provide them with the services you say you can at thee level of service that you say you can and more importantly that you can can provide services that the participant needs at the level that the participant feels will improve their quality of life whilst giving the participant choice and control. Branding when approached correctly allows you to stand out as that quality provider that a participant needs and is looking for among the other 18,813 providers try to assist the 573,342 participant registered on the NDIS Australia wide.
Branding is made up of a company’s logo, visual design, mission, and tone of voice as well as so much more. Branding in essence is the way you are perceived by participants and other providers as well as the NDIA who mange the scheme and allow you to provide services to participants under the scheme.
But, you can have the best logo in the world, the best slogan and the hottest looking website but none of that means anything if your brand is not congruent and consist with who you are as a person, what you stand for as a person and a business and your messaging. A confused mind never buys. That is why so many businesses re-brand, because they do not know what it is they stand for or why they exist. They just go through the motions because they found something are good at or inherited a business they do not want, or what I find is most common in the NDIS space is that they either want a quick buck or just want to help. The problem with that is you can not help everyone and you become a provider that is constantly trying to hit a moving target and never really achieve anything of great substance. Consistency is all about creating content that speaks directly to the wants, needs, and pain points of participants, those we are trying to help. If you nail that then watch how many participants come knocking because the most basic of human needs is to be heard and understood. That is never been more true than when it comes to some of the most vulnerable in our community that do not feel like they have a voice and many of them literally do not.
Some of the major benefits of building a strong brand include:
- Customer recognition – the most effective way to grow a business in the NDIS space is to create a tribe of raving fans because they will do your marketing for you because we buy from those we know, like and trust.
- Competitive edge in the market – A strong brand allows you to stand out from the noise in your market place. This is vital in the NDIS space with 18,813 providers all vying for the attention and business of 573,342 participants.
- Customer loyalty and shared values – strong brand will create a base of raving loyal fans. Did you know it costs 5 times more to gain a new customer than it does to keep one. A strong brand will make sure that your customers not only stay but they will also bring in new business.
- Enhanced credibility – As state earlier, people buy from those they know like and trust.A strong brand ensures that know, like and trust factor. Perception is everything.
So how do you build a strong brand I hear you ask? Firstly, you must know who your target market is and you must know them intimately, on micro level. This is how you build know, like and trust because the biggest craving we have as human being is to be liked on a micro level. Secondly, you must position your products, services and brand in such a way that you can clearly articulate how you solve participants and providers biggest problem. The extent to which you deliver on this promise will determine the extent of your success. Next, you must know intimately and communication effectively with your target market. You must be able to talk to them as though they are the only ones that matter in that moment of time. You must be able to communicate all of this in a way that captures the personality of your business through your logo, slogan and every single piece of content you produce and every single conversation you have. You must know your brand so intimately that you eat, sleep, breathe and live your brand.
Branding is most definitely one of the most important aspects of any business. Without a solid brand it is impossible to build a lasting business because everything you do hinges on your brand and must be congruent with you brand. Companies that effectively focus on their brand are able to better differentiate themselves from the competition, and have better marketing.
Branding is an essential element for businesses of all sizes and industries, including NDIS providers. A brand represents the unique identity of a business. Branding is all about creating a positive perception and reputation of a business in the minds of its target audience. If everything looks good from the outside yet your customer has a bad experience then your brand is tarnished especially in a social commerce age where one bad experience can be shared with millions in seconds via growing number of social media channels.
In the context of NDIS providers, branding plays a critical role in establishing trust and building relationships with clients and their families. With the increasing competition in the NDIS market, providers need to differentiate themselves from others and establish a unique brand identity to stand out.
In conclusion, branding is a crucial element for NDIS providers to establish trust, build relationships, and differentiate themselves from competitors. It is an investment in the long-term success of a business, and providers who invest in branding can reap the benefits of increased brand loyalty, market share, and a positive reputation in the NDIS market.
Branding is the process of creating a strong, positive perception of a company, its products or services in the customer’s mind by combining such elements as logo, design, mission statement, and a consistent theme throughout all marketing communications.
