As Prime Minister David Cameron urges Britons to start their own business and help build a more entrepreneurial economy, a leading brand consultancy has penned a new book for entrepreneurs, SMEs and start-up businesses about how not to become the next 'Susan Boyle' brand.
Many start-ups and SMEs are 'Susan Boyle' brands - before the singing sensation's make-over that is - they have a great product, but poor presentation.
'Create the Perfect Brand' explains how building a brand around a business will prove to be a valuable asset.
Expert husband-and-wife branding team Paul and Julia Hitchens are the authors of 'Create the Perfect Brand' and have worked with global brands including Virgin Atlantic, Saab and the Design Council, as well as many start-ups and entrepreneurs. The couple are the founding Partners of Surrey-based creative brand consultancy Verve.
Their book's timely publication comes as Mr Cameron calls on Britain's 'doers and grafters, inventors and entrepreneurs’ to 'get this economy going.' As many as 10,000 new small businesses could be launched by next year with Government plans for a New Enterprise Allowance, that will give financial and mentoring support to unemployed people who want to start their own business.
Published by Hodder, 'Create the Perfect Brand' explains how to harness the power of branding used by global brands and big organisations and apply this knowledge to new businesses and SMEs.
The business education book explains the importance of brands - how they are created, implemented, supported and protected, and tackles the challenges of maintaining a durable brand and provides strategies for brand survival and brand building in a recession.
Chartered Marketer - Julia Hitchens:
"Many SMEs are 'Susan Boyle' brands, before her make-over that is! They have a great product, but poor presentation.”
"In business, you only get one chance to make a first impression. How many people will take the time to discover a 'Susan Boyle' brand?”
"Many SMEs are 'Susan Boyle' brands, before her make-over that is! They have a great product, but poor presentation.”
"In business, you only get one chance to make a first impression. How many people will take the time to discover a 'Susan Boyle' brand?”
“Your brand is not just a logo, it's so much more, it's about your reputation, experience and clients' expectation. All three aspects have to be synchronised to make a perfect brand.”
Verve, celebrates 15 years of service since 1996 in branding, marketing and design. Verve have worked with big global brands, as well as creating and building brands for entrepreneurs, new businesses and organisations.
The Teach Yourself book 'Create the Perfect Brand' reveals the inspiration behind some of the world's largest brands and the influences that helped to build them, with real-life examples of successful brands - such as Apple, Aston Martin, Google, London 2012, Michelin, Jamie Oliver, Samsung, Star Wars and Oprah Winfrey - as well as some notable disaster stories.
Brand Consultant - Paul Hitchens:
"The public are tired of lies and spin. The banks have let them down and the MPs' expenses scandal has left them cynical about institutions.”
"A brand must offer a consistent experience at every touchpoint from point of sale to performance. The brand vision must be shared by staff, suppliers and customers.”
"We advise businesses to be clear about what the brand stands for, agree its ambitions and decide on its path to realise these goals. Be consistent in behaviour and make the best of yourself and your presentation so that people can see your potential.”
"The public are tired of lies and spin. The banks have let them down and the MPs' expenses scandal has left them cynical about institutions.”
"A brand must offer a consistent experience at every touchpoint from point of sale to performance. The brand vision must be shared by staff, suppliers and customers.”
"We advise businesses to be clear about what the brand stands for, agree its ambitions and decide on its path to realise these goals. Be consistent in behaviour and make the best of yourself and your presentation so that people can see your potential.”
“Many SMEs don't understand the importance of matching their internal strategy with their external appearance. In order to be the best, you need to have a holistic approach. A brand is not just an outward projection, it's a vision that is shared by your employees and suppliers.”
“If you have a conscious brand, you are ensuring you are going to have the best brand possible for you, giving you the best chance of success.”
“If you have a conscious brand, you are ensuring you are going to have the best brand possible for you, giving you the best chance of success.”
'Create the Perfect Brand' explains the business of branding - what it is, brand valuation, brand strategy, brand creation, brand management and brand protection.
Julia explained:
"We want to inspire entrepreneurs and managers of start-ups and organisations to create their perfect brand with substance and credibility and to realise their true brand potential. Paul and I feel our book is for all the 'doers and grafters, and entrepreneurs' who will help 'get our country moving again.”
Paul added:
"We all exercise brand preferences from our choice of toothpaste to the car that we drive. Our book explains how to harness the power of branding used by big organisations and apply this knowledge to all businesses.”
'Create the Perfect Brand' is a Teach Yourself Book published by Hodder and is for everyone interested in brands including, entrepreneurs, organisations, businesses and students. The book is priced £10.99 and is widely available from retailers including: Waterstones, Amazon, Tesco and WH Smith and is available in over 20 countries worldwide.
For further information about 'Create the Perfect Brand,' or to speak to branding experts and authors Paul and Julia Hitchens, please contact Verve on 01932 352353 or e-mail info@verve.co.uk
Fascinating Facts About Branding:
- According to the Financial Times, Warren Buffet now considers the brand first when investing in businesses, the management team second and a strong balance sheet third. In March 2011 Warren Buffet (one of the most successful financial investors in history) was ranked the world's third wealthiest person with a fortune of $50 billion in the Forbes list of billionaires.
- Some of our daily brands have a very long history - Stella Artois was established in 1366, Birkenstock shoes in 1774 and Burberry in 1856 - brands have staying power!
- In the designer handbag market, the profit margins can be ten to twelve times the cost of the bag - the power of branding!
- Interbrand publish an annual survey of global brand value. Coca Cola has topped the list for ten years. According to Interbrand's 2010 survey, the Coca Cola brand is currently worth $68.7 billion.
- Gerarld Ratner devalued his brand by £500 million when he joked about the quality of his products: he described a £4.95 Ratners decanter as 'total crap' and said the firm's 99p earrings were 'cheaper than a prawn sandwich from Marks & Spencer, but probably wouldn't last as long!' - be careful how you behave as it has a direct impact on your brand!
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