If there’s one thing in business that shouldn’t be underestimated, it’s the power of your brand. Nancy, our Account Manager explains how to unleash the power of your brand:
What do all market leaders have in common? The short answer is they’ve all nailed their brand. A strong brand will help you gain market leadership because customers will easily recall and positively identify with it. A strong brand will make their purchasing decisions easier and quicker. Customers will trust your brand and be happy to buy on trust.
What makes a brand?
Depending on your sector and product or services, at its most basic level your brand will comprise several sensory identities. It should look, sound, feel, smell and taste in a way which is unique and consistent with its market positioning and your overall business strategy.
Imagine a high quality, 5Star hotel. The logo will be sophisticated, the brand colours will be rich and indulgent, and the marketing literature will be printed on quality paper that reflects what they stand for (ie quality recycled stock/ gloss stock/ lamination etc). The hotel itself will be immaculate and beautifully furnished; it will smell clean and have a pleasant aroma; the food will be outstanding and the receptionist will be polite and helpful. Everything about an excellent 5Star hotel will be experienced through the guests five senses
It’s important to recognise your brand is much more than your logo; It’s all encompassing. If one sensory identity falls short of expectations, your customers’ perception of your brand is likely to be damaged.
What would you think if your premium car dealer handed out a cheap self-designed business card with a typo in an uninspiring tagline? Or if your award-winning consultant used a free website template with annoying pop-up banners? Surprised, disappointed…confused.
How to strengthen your brand
When you’re working towards strengthening your brand you should be considering:
Logo and visual identity
Think about your brand’s logo, design, font, colours and shapes. Are they consistent with your brand’s positioning and customer expectations?
Whether you value freedom or accountability, speed of delivery or sustainability, your brand should communicate these values. The better your values are communicated, the stronger your brand’s identity and position will be.
Personality is an important part of brand differentiation. Take Innocent fruit juices they are fun, wholesome and exciting. Galaxy chocolate is smooth, romantic and feminine. Does your brand have personality and how would your customers describe it?
What do you promise customers will get by doing business with you? Direct Line insurance promises you’ll get a competitive price without using comparison websites. Virgin promises a refreshing experience without inflated costs. If your promise is weak, unclear or not important to customers, you’ll need to fix it!
Think about the space you want your brand to occupy in your target market’s mind. Do you want to be known as the low cost, cheap and cheerful option? Or do you want to be seen as the premium choice? Whatever your brand’s positioning, you’ll need to work relentlessly to ensure all its sensory identities align and are consistent.
Consider the experience customers will expect and consequently receive when they come into contact your brand. There should be no difference between expectations and the actual experience.
Checklist for evaluating the strength of your brand
Finally, here’s a quick checklist for evaluating the strength of your brand:
- Are you customers clear about what your brand stands for? And does everyone in your organisation understand this too?
- Does your brand have a distinguished and easily recognisable identity?
- Is your brand identity consistent?
- Is your brand aligned to your overall business strategy?
Perception is reality. Unleash the power of your brand today and get in touch!