On branding

We all know that carefully crafted and lovingly cultivated brands can underpin every area of a company, becoming a valuable asset and adding value to services and products.

If you say the word ‘apple’ to most people, they don’t first think of the fruit now but a certain international company with a simple yet evocative apple logo. This logo has gone through a series of changes over the years but at the core of this (excuse the pun!) is that Apple’s offering has been consistent and evolving – beautifully designed products, with intuitive functionality, great innovation and solid technical support. This has allowed them to charge a much higher price than their competitors – and people come back time and time again as they believe in and indeed whose lives are enhanced by their quality products and they have emotionally invested in the brand.

Of course a brand isn’t just for large organisations – it is one of the most important aspects of any business.

What is a brand? A brand is what you promise to your clients. It tells them what to expect from your products and services – and what sets you apart from your competitors. A brand is directly linked to who you are, who and what you want to be and who people perceive you to be. Are you a cutting-edge industry innovator or a seasoned pro who is a reliable ‘safe pair of hands’? Is your product the low-cost/high-value option or high-cost/high-quality option?  Your brand needs to be based to some extent on who your target market wants and needs you to be – but you can’t be all things to all people, so clarity and simplicity is key. And in all of it, don’t forget the personality of the company! First impressions last.

Defining your brand can be a difficult, exciting (and at times uncomfortable) process of self-discovery, but this is an essential and potentially lucrative asset to your business.

Where to start? Grab a cup of coffee (or something stronger!), a pen and a pad of paper. Write down your company’s values and mission statement. Then list out the benefits and features of your products or services. Ask yourself what do your customers and prospects already think of your company? If you’ve not had any feedback up until now, then ask. Do their perceptions match with the qualities you want your clients to associate with your company? Don’t forget about your aspirations, this brand will be part of achieving them. Now set about making that brand brief a reality! If you are thinking of embarking on a branding project, contact us and we can send you a copy of our brand questionnaire to help prompt your thinking around this subject in ways you perhaps hadn’t already considered.

In summary, defining and developing a brand strategy, creating the brand and then managing the roll out and ongoing evolution of it can be complex and of course a challenge to fit around your day to day, but taking the time out to dedicate to this important task will be well worth it.