Brand - More Than Identity
Don't be fooled into thinking that your "brand" is simply your amazing logo or your clever company slogan. Brand is much, much more. Brand encompasses everything to do with your organisation. Every interaction, every detail, every internal and external behaviour. In his book, The Brand Bucket, Barnaby Wynter defined "Brand" as:
"Every experience that affects the relationship between a product / service and its consumer."
This includes your company literature, the way your staff behave and interact, the quality of your products, the price of your services, your marketing copy, your sales process, your customer service and aftercare, your... everything!
How a consumer perceives your brand will determine how they value it. If they value your brand highly, there is a strong possibility that they might buy from you. If they judge your brand as poor then your chances of a successful sale are incredibly small.
Therefore, with this in mind: Your brand significantly impacts your profit.
If you offer products and services that you want people to buy AND use, then you need an effective brand in place. Don't permit a designer to to govern your brand.
Remember, your brand is NOT just your colours and your logo. Apple is not famous because of the "apple logo". That logo makes them recognisable, now, because of other aspects of their brand. Similarly, google is the market leading search engine for other reasons, not because of the "google logo". Both of these companies deliver something extremely more valuable than a logo!
Therefore, the true value of the brand is located in how a company's products and services make their consumers feel towards them.
Common business problems
The biggest cost is lost sales!
Do you have a strong brand?
Does your business strategy recognise the importance of your brand?
Is you workforce poisoning your brand?
StrategA can enable your organisation to eliminate the problems with our cost effective business improvement solutions.
Solutions offered
Health checks to identify how effective your staff reinforce your brand.
Customer feedback - done objectively!
Brand development techniques, focusing on the sales process - meaning your business generates more profit.
StrategA can enable your organisation to focus on those aspects that will generate sustainable growth.
What Next
On this masterclass, you will create an effective strategy, understand and begin what you need to do to forge a strong brand and, learn how to get your workforce to implement your strategy and reinforce your brand.
This masterclass is run in association with The Brand Bucket Company.
