Your Brand Is More Than A Logo!

16/02/2010

By Hannah Sookias, The Write Solution

What is a brand?

Let's start with a little experiment. What happens when you read the following words?
- Diet Coke
- iPod
- Cadbury
- Asda

Did you feel the refreshing bubbles on your tongue? Or imagine yourself listening to music wherever you go? Were you longing for a bar of chocolate? Could you see the 'rollback' symbol meaning cheaper prices?

Don't worry if you thought differently to me. Branding is how your company, product or service is perceived. It evokes emotions and knowledge of what it is you have to offer...

...and what your customers can expect from you.

It is the first step in the relationship with a potential client. It's what starts the 'I'll talk to them' or 'I'm not going there' decision process. If you have late deliveries, inaccurate orders and a rude receptionist, your brand will be known for those traits.

Strong brands work hard so everyone perceives them in a particular way with the aim of being THE place to get that product or service.


Deciding how you want to be seen

Branding expert, Martin Griffiths from Burhthebook shares this advice with our clients:

"Take time away from your business to review what you offer at the moment in terms of products and services."

"Understand your customer needs - what do your customers actually need and why do they buy? They have both emotional and rational values - in this instance, emotional is more important as this is what makes potential customers buy into your brand."

"Then, think about how you would like to be seen by customers and competitors. Is it very different to now?"

"Only start work on building your brand when... continued on page two >

 

 

Advertisement

Advertisement