Hands up who knows what a brand is? Well, there are lots of so-called definitions, bu the CIM defines a brand as having the following criteria –
Clarity of perception
You must have to stand for something – a USP with which your company is associated and which make up your property. Your USP must underline everything you do and say. Once you’ve established this, you use it in all your communications.
A positive perception
Yes, I know this might sound obvious, but have you checked that your USP is both unique and appealing…or even accurate?! Too often I have seen that the claim doesn’t actually produce the anticipated perception among the intended prospects. Be bold, give the prospects something to hang their hats on!
A level of differentiation
Bath Marketing Consultancy is constantly asked for the work we do for our client to be “different” from what else is on the market. Differentiation can be very subjective, but the questions to ask yourself is, is my offer clearly distinctive? Really try to avoid being bland or boring or worse still, indistinguishable from the competition.
Reach (or spread)
When actively marketing your company, your aim should be to get the maximum number of prospects for the minimum expenditure. Using multiple initiatives should mean trying hard not to overlap. Instead, your marketing should aim to extend your reach using different media.
What we advocate is standing back and taking a look at yourself – you are a brand in a highly competitive market.
Do not feel ashamed to ask for help!
Bath Marketing Consultancy has been asked a number of questions recently about the word “brand.” These questions usually relate to whether a logo is a brand or whether a brand is more than that and if so, what?
Therefore, below is my take on what makes up a brand and, if you invest time, money and resources into your brand, you are very likely to reap the rewards. A brand will be made up of a collection of different perceptions that will have been built up after exposure to every aspect of your business. This can be a myriad of different things:
- Product design and experience
- Sales experience – your sales people or distributors
- Service experience – during the sale and after
- Advertising messages and straplines
- The way you look and sound – imagery, colour, fonts, personality and tone
- Your website, blogs or mentions on social networking sites
- The price, and how you discount
- Your reputation
- The shop, office or factory experience
- Uniform, badges, vans and trucks
- Your people
- The logo
- Your name
Bath Marketing Consultancy is an expert at developing, building and then marketing brands so please let us know if you need any help.
Whether you want them to or not, it is highly likely that your business is associated with certain characteristics. It is therefore, up to you to ensure that your customers remember these characteristics for the right reasons.
They must remember your quality as a business and/or the range of benefits that sets you apart from the competition. If people do not associate you with
anything memorable or particular, your business will be part of the sea or mediocrity where a high amount of other businesses can be found.When you or what you are doing is outstanding or different, the media will pick up on it; sometimes without any effort from you.
Don’t forget that placing loads of emphasis, resources, money and energy on your logo will not make your business stand out. You need to have a distinctive product or service. Logos and slogans can help, but are no substitute for a genuine USP. Once you have done this, you can even “own” your colour or slogan such as the red in Coca-Cola!With the foundations laid, it is time to reach out to your customers…….