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13/04/2007 | How important is your Brand?Most people think that it’s got something to do with livery, point of sale, merchandise, uniforms or the way we do our brochures and ads. Well it does, but it’s a lot deeper than that.
Brand is a collection of
intangibles – ideas, feelings and word associations. These reside in the minds of people and as consumers we choose one brand over another because of their perceived value and whether we consider the brand point of difference valuable.
Why not try these simple steps to get you started.
Brand Audit
Compile information on your market, competitors and your strategic directions and include them in your marketing plan. This will underpin your development process.
Brand Platform
What is your point of difference? What are the emotional and rational benefits unique to your brand? What do you promise to deliver better than your competition?
What are you currently saying to your clients in all media including your communications, website and
brochures? How many different messages and slogans are you bombarding your clients with?
Brainstorm
Discover as much as you can. What’s the difference between what your clients think of you and what you expect them to say? Are you wearing ‘rose coloured’ glasses?
What is your brand personality? Similar to a person having certain personality traits so does an organisation. You may wish to be seen as sincere, methodical and professional; bright, lively and imaginative or flexible, caring with an eye for detail. Listen to your clients, internal and external and this will become your blueprint for all future communications.
Where to now?
Involve all key personnel in this process. Conduct workshops or informal activities to singularise your message. Link all key areas to this platform. Create clear definitions around your organisation and talk to your clients with purpose and live up to the promise, yours and your clients’ expectations.
Review constantly to keep ahead of the marketplace. Now you are Brand new!
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