The reasons for undertaking a branding exercise include a new organisation; product or service; a merger between businesses; new management or a consolidation of existing products and services. A new brand will have PR value and could result in a higher profile. The new brand will attract new customers and investors and will help retain and recruit staff wishing to be part of the new exciting brand.
An effective brand identity will make the business strategy visible. When new brands and re-brands make the news they are often attacked for how much they cost. British Airways ethnic inspired tail fin art, Consignia’s spirals and more recently Gap have all attracted much criticism at the time of their launch - and all were short lived. The focus of criticism is usually on the logo and not the actual brand experience. A logo is not a brand - it’s just the tip of the iceberg. A brand is multi-dimensional and exists in the past, present and future. It’s built on a reputation, lives through experience and raises expectation.
An effective brand identity will make the business strategy visible. When new brands and re-brands make the news they are often attacked for how much they cost. British Airways ethnic inspired tail fin art, Consignia’s spirals and more recently Gap have all attracted much criticism at the time of their launch - and all were short lived. The focus of criticism is usually on the logo and not the actual brand experience. A logo is not a brand - it’s just the tip of the iceberg. A brand is multi-dimensional and exists in the past, present and future. It’s built on a reputation, lives through experience and raises expectation.
A re-branding exercise can prove to be a considerable investment in time and money, so you want the results to be fruitful. But the long-term success of a brand will depend on the behaviour of the organisation, its management and employees.
Start by forming a brand working group –
At the start of the re-brand its important to identify a brand working group led by the organisation’s principal figure (Owner, Entrepreneur, Managing Director or Chief Executive) and assisted by key management figures including those responsible for Marketing and Sales. The team will need to be committed to working on the brand for the long term because brands are like gardens, you need to keep tending them, harvesting and planting for future yield.
Make it clear why your brand makes the world a better place –
Identify what the brand does in a single sentence. Every organisation, product or service must have a reason for being. A brands purpose is the benefit it provides and may be defined as how it makes the world a better place. The brand’s purpose should be clear and easy to understand.
Stake a claim on the future –
A brand vision is an ambition for the future, it’s where you want to be in five or ten years time. It is a goal to be worked towards and will deliver a clear benefit to all concerned. A great vision can inspire and consolidate a community in a common goal. It’s important that this vision is achievable and progress is measurable.
Be clear what you believe in –
A brand’s values are what it stands for and what it believes in, they are the guidelines that form its moral compass. Values provide direction on how to behave in any given situation. Your brand can be defined by its values and really stand for something.
Share the brand idea with your organisation –
How will the brand achieve its vision and stay true to its values? A mission statement combines the purpose, vision and values in a brief declaration directed at management, staff and shareholders. It is a strategic communication that is clearly worded and must be accessible to all.
A compelling reason –
Why do I need the brand? The brand proposition is the unique selling point (USP) that differentiates it from its competitors. It is the compelling reason why you need it and should be no more than a single sentence.
For example: Brand X is the only _____ that _____ !
Position the brand against its competitors –
How does the brand compare with its competitors in its market place? In a crowded marketplace it is difficult to stand out if you are the seventh best selling brand. The opportunity is to identify the attributes that differentiate your brand and promote your brand as the leader in that category.
Don’t be anonymous–
What is the brands character? The brand personality is the brand’s distinctive character including communication, behaviour and visual style. A brand with a strong personality has a greater chance of encouraging a deeper relationship with the consumer.
Empathise with your audience –
Who is interested in the brand? Create profiles of who your customers are and the type of people who are interested in working for you or investing in your organisation. Take note of your suppliers and other organisations that you interact with. These are the groups of people that form the brands audience. This audience is never passive; it is an interactive community of people with an interest in the brand.
For more information about Verve Creative Brand Consultants and Brand Training please visit: http://www.verve.co.uk
Start by forming a brand working group –
At the start of the re-brand its important to identify a brand working group led by the organisation’s principal figure (Owner, Entrepreneur, Managing Director or Chief Executive) and assisted by key management figures including those responsible for Marketing and Sales. The team will need to be committed to working on the brand for the long term because brands are like gardens, you need to keep tending them, harvesting and planting for future yield.
Make it clear why your brand makes the world a better place –
Identify what the brand does in a single sentence. Every organisation, product or service must have a reason for being. A brands purpose is the benefit it provides and may be defined as how it makes the world a better place. The brand’s purpose should be clear and easy to understand.
Stake a claim on the future –
A brand vision is an ambition for the future, it’s where you want to be in five or ten years time. It is a goal to be worked towards and will deliver a clear benefit to all concerned. A great vision can inspire and consolidate a community in a common goal. It’s important that this vision is achievable and progress is measurable.
Be clear what you believe in –
A brand’s values are what it stands for and what it believes in, they are the guidelines that form its moral compass. Values provide direction on how to behave in any given situation. Your brand can be defined by its values and really stand for something.
Share the brand idea with your organisation –
How will the brand achieve its vision and stay true to its values? A mission statement combines the purpose, vision and values in a brief declaration directed at management, staff and shareholders. It is a strategic communication that is clearly worded and must be accessible to all.
A compelling reason –
Why do I need the brand? The brand proposition is the unique selling point (USP) that differentiates it from its competitors. It is the compelling reason why you need it and should be no more than a single sentence.
For example: Brand X is the only _____ that _____ !
Position the brand against its competitors –
How does the brand compare with its competitors in its market place? In a crowded marketplace it is difficult to stand out if you are the seventh best selling brand. The opportunity is to identify the attributes that differentiate your brand and promote your brand as the leader in that category.
Don’t be anonymous–
What is the brands character? The brand personality is the brand’s distinctive character including communication, behaviour and visual style. A brand with a strong personality has a greater chance of encouraging a deeper relationship with the consumer.
Empathise with your audience –
Who is interested in the brand? Create profiles of who your customers are and the type of people who are interested in working for you or investing in your organisation. Take note of your suppliers and other organisations that you interact with. These are the groups of people that form the brands audience. This audience is never passive; it is an interactive community of people with an interest in the brand.
For more information about Verve Creative Brand Consultants and Brand Training please visit: http://www.verve.co.uk
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