Brand Management & Development
A BRAND IS NOT A LOGO. IT IS NOT AN IDENTITY. IT IS NOT A PRODUCT …
YOUR BRAND IS WHAT ‘THEY’ SAY, THINK AND FEEL ABOUT YOUR PRODUCT, SERVICE AND ORGANIZATION.
Every organization produces a brand, whether they have consciously developed it or not. Your brand is thus the sum of all your prior actions and earlier communication that now have become an expectation – or a promise of an experience, that your stakeholders expect you to be delivering. Whether that expectation is trusting, authoritative, innovative, or fun, brands are the way your business, organization, product, service, celebrity or other entity delivers to its stakeholders (e.g., customers, consumers, employees, investors, media, suppliers, etc.).
A strong brand impacts everything from the ability to recruit top talent and to opportunity to grow the bottom line. – Little wonder that more and more attention is being paid to measuring and managing brands as assets.
The way to build a strong brand is to put customers and their needs at the center of every decision the organization makes. Over time, “customer-centric” actions create differentiation in the marketplace and build emotional connections with customers. This differentiated relationship, called “brand equity”, is a real and valuable asset with tangible returns in terms of customer loyalty, profitability, and insulation from negative publicity or competitive action.
STRONG, VALUABLE BRANDS ARE BUILT OVER TIME
A well-thought-out brand positioning is fundamental. The long-term horizon of the brand platform provides direction for interactions with all stakeholder audiences and is thus the engine behind brand positioning. Brand architecture and nomenclature systems present practical guidance to ensure business strategies and brand planning work in support of one another. Together, these essential elements of brand strategy can be used as the framework for long-term brand management and the basis on which a company is organized and rewarded.
The discipline of long-term brand strategy also generates the platform to deliver communications leadership, distinction and over time: the trust necessary to build long-term relationships with customers, investors, employees and the marketplace as a whole.
Feel free to contact us, we would love to discuss with you how to strengthen your company’s brand.
Find other branding topics