We’ve all watched in admiration some new companies grow incredibly successful within a very short space of time, and we’ve probably spent at least a fleeting moment contemplating what life would be like if our own business became a household brand.
There are many, many different paths – or recipes if we stick with the cupcake theme – to achieve your business goals, but if you look at how the big boys did it, they all have at least one thing in common: they looked after their brand whether they were a start-up or established business looking to push into new markets.
Until a few years ago, it seems, branding was not that important. New business always has been. Recently though, with globalisation at its height, and any trader, supplier and obviously consumer, faced with an unbelievable choice of very similar products or services, the way a business presents itself in the market has become a key differentiator and driver for gaining new market shares locally as much as nationally and beyond.
Brands as trend setters
When Apple went for the phone market, they used their brand to create the excitement and demand that a few years on still makes people queue outside shops at the launch of a new product. Their brand is a success because it is well-built and managed, combining the passion and understanding of what the business is about across a wide spread of its stakeholders, not just the media. Apple’s visual appeal in particular is in tune with the quality of their products – the challenge they face now is to live up to that ‘brand promise’; but that is a nice challenge to have and they seem to be doing quite well with it!
That everlasting first impression
Chances are that initially people will be exposed to your brand identity online or in print – and be assured that no matter how much you may think it doesn’t matter what that looks like as long as the product or service is right, people will quickly make up their mind based on what they visually see as your brand representation.
So if you and your new business team are not equipped with professional marketing material designed to reflect your brand attributes, values and strategy, you are bound to miss a trick.
Peeling back the layers
It doesn’t stop with good brand design though.
Innocent is another brand that very clearly demonstrates that it’s not just about a logo, a strap line and a website – branding starts right at the heart of the business and reaches all the way across to the consumer. It shows how communication is key; and that you can let people know in a fun and innovative way what your values are and why they should buy your product or service. For Innocent, this includes the way the packaging is manufactured to minimise waste, how the ingredients are sourced, what the company does with its profits, how it treats its employees – it is appealing to our sense of honesty and transparency – and certainly far more than just some funky new graphics and great photography.
Or take O2, who recently sent out chocolates to their business customers; of the Fairtrade variety of course. By associating themselves with this symbol of corporate responsibility, they are adding value to their brand with minimum effort. It seems, with branding, it’s not just the devil who’s in the detail…
Branding bites to mull over
- A brand is not a logo.
- Branding doesn’t happen overnight. But it will happen, so it is good to influence it
- in a way that is supporting your business, not adversely affecting it.
- Brands don’t just penetrate new markets, they can create them.
- People are fickle, your brand has to keep evolving.
- Branding applies to small and big businesses; with SME’s actually at an advantage
- of differentiating themselves from the big boys due to their less rigid structure
- and culture.
- Brands benefit from having a defined mission, vision and set of values.
- Everyone, from cleaner to sales man, should understand your brand essence.
- Your visual identity is key; externally AND internally.
- Developing brand guidelines can help to focus and define the brand essence.
- A good brand is easier to sell.
So what now?
One very effective method to re-evaluating the state of your brand is to conduct a brand audit. This will look in detail at your brand in relation to competitors in the market. It will assess the brand positioning, differentiators, internal brand architecture and management, brand metrics (such as impact, image and brand equity), and the brand personality, e.g. how the brand is made up visually in different elements of communication.
One thing is for sure: with a clear understanding of your brand, your are better equipped to tackle new business; it will allow you to present your business from first touchpoint through the entire sales cycle and from there onwards. It is especially in this area of pre-sales and after-sales communications, that a coherent visual brand identity will aid create the trust and excitement your business wants to instil in potential customers.
Ultimately, by creating an experience that is consistent and well-managed, you will see your brand equity rise steadily with your profit.
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Regine makes some insightful observations about the great brands of today and also how first impressions realy do last. Agencies, particularly those on the first footing, are immersed in the needs of their clients and often neglect their own image and how it is represented to their audience – more importantly how it will will evolve as it grows. Re-evaluating your brand, your positioning and key messages at regular intervals is really important as an evolving business and ensuring your best results and recent examples are shown proudly.