A powerful brand helps you compete in a crowded marketplace
- Means you don’t have to compete on price
- Builds customer loyalty and a prouder staff
- And can be extended to new products and services
There are three key elements to creating and building a business brand
- LOGO AND COMPANY COLOURS – “house style” is a major factor and needs to be consistent, or at least reflected, in all customer-facing materials, brochures, shop front etc
- THE BRAND PROMISE – what you stand for, what you promise, your business values and ethics. Usually linked to who you are and what you do statements and can be – though not necessarily – tied into your USP.
- THE BRAND EXPERIENCE is what happens to and with your customers when they interact with your brand, either via direct contact with the products /services or through the feelings and perceptions they associate with the brand. For example, you can be driving down a motorway at night in the pouring rain and if you see the golden arches of MacDonalds in the distance through the rain-spattered windscreen, you immediately associate the brand (even though you can hardly see it!) with a well-deserved break from the journey, a fast, hot meal (and you can predict exactly what it’ll be) add a drink.