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by Leanne Jory
Branding is one of those areas in business that remains inspiring - purely because its definition, thankfully, does not preside in a box, yet we know that somehow we are all part of the realisation of this evolving concept.
What’s in a Brand?
A brand has been described as a set of promises in the mind of the consumer; it’s also been defined as an organisation’s reputation, or personality. Blackcoffee, brand management and design consultancy, describes a brand as “an experience living at the intersection of promise and expectation.” Here are some tips on getting started in your efforts to ‘Back Your Brand’…
- A useful way of understanding the importance of branding is to view it as the golden thread that runs seamlessly across all aspects of your business: from the way we run our daily activities and the way we build our relationships with suppliers and partners, to the experience end-users have of our products and services. Be mindful of the benefits you promote and whether or not they match and live up to your customers’ expectations. Another powerful tool is to be aware of how different departments and employees contribute to the building of a powerful brand.
- I know what you’re thinking… ‘Easier said than done.’ This is true. When it comes to the real thing, there are many obstacles that threaten the building of a strong brand. Strong internal communication, buy-in from senior management, sufficient resources and some type of measurement strategy are key ingredients to keep in mind when deciding to embark on a more formal brand strategy.
- When it comes to branding, a good starting point (ironically) is the end result. Re-look at the value that you’re delivering to your customers. Be aware of perceived value versus real value and stay alert to the fact that the needs of end-users change constantly, and so will their idea of the value they’re receiving. Nowadays, customers are far more discerning than ever…
- Find ways to talk and listen to ALL your stakeholders, while planning an effective follow-through. By follow-through, I mean the conversion of this valuable information into actionable goals. Everyone on-board has something to offer – some kind of direct or indirect link to the customer. Use innovative internal communication to get everyone involved and motivated in improving and realising new and revised brand objectives.
Embarking on a brand assessment initiative is almost always an exciting step in the right direction. Back your brand and benefit from the many hidden opportunities that lie just beneath the surface!
Leanne Jory is the Communications Manager for MiX Telematics International. Her passion for branding is supported by international experience in the fields of internal and external communication. Industries in which Leanne has gained experience include technology, logistics, advertising and real estate. Follow Leanne on Twitter @LeanneJory
