Brand performance…are you checking yours?

July 9, 2015 11:41 am

When I mention ‘branding’ most people think ‘that’s just my logo’ – no, it’s not just your logo. It’s not just a tagline, it’s not just an advertisement. It is not something that can be bought overnight.

Branding is:

A collective perception of your product/business based on experience. Customers experience your ‘brand’ when they:

  • open an email
  • read an ad
  • visit your website
  • use your product
  • receive your service
  • read your post on LinkedIn
  • speak to you or your team on the phone
  • …think of every touchpoint…

When your customer has a perception of your product or business it creates a set of expectations that your brand must live up to every time! And from that a strong brand will develop – one experience at a time.

You may remember the media reporting on an incident in 2012 when Grant Hackett was dumped as Ambassador for the Alannah and Madeline Foundation after an alcohol-fuelled meltdown.

In terms of damaging a brand, Grant Hackett did not damage a logo or destroy a tagline, it was the public’s perception of the Alannah and Madeline Foundation and what they stood for that may have been compromised by Grant’s actions.

So how can I strengthen my brand? Here are 7 steps:

  1. Develop a clear brand strategy
- what do you stand for?
- what is your passion?
- where do you want to be?
  2. Ensure all of your marketing and branding activities are in line with the strategy that you envisage
  3. Keep your brand consistent and have integrity
- the theme, style, colours, fonts, sizes must match across all mediums (website, brochures, social media, business stationery)
  4. Be distinct
- be unique, different from your competitors and easily identifiable
  5. Communication
- ensure your company ‘tone’ is in tune across all channels
- pay attention to tone of voice, style, language and how you sound
  6. Professional
- you need to be seen as ‘credible’ or at least a ‘legitimate’ business
- take your business seriously
- all of this builds trust and shows you’re not a ‘fly by nighter’
  7. Keep your promise
- deliver what you say you will deliver, by changing the rules during the game you breed a lack of trust

So take some time now to conduct an audit on your own business or contact our studio if you’d like us to conduct a brand audit for you.

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