A fresh start
Starting any new company throws up a whole series of questions. I don’t mean the fundamentals like, what will we be doing, or who’s involved, I’m thinking about the questions around the brand. Already working in the arena of branding and corporate identity, the challenge of applying all my knowledge and experience to ourselves got me to re-evaluate “what’s in a brand?” Branding has moved far beyond the label on your product, it now refers to your corporate personality, your reputation, corporate identity and image.
“The tangible manifestation of a corporate personality is its corporate identity. It is the corporate personality under cultivation”
Wolff Olins
Your brand positions your company; it says who you are, what space you work in and defines how you act. Your brand isn’t your company name, or even your logo. It’s not your website or your office building. Your brand is all this and more. Your brand is everything you do, from the way you answer the phone, to the attitude you adopt as you walk through the front door in the morning. It’s the type of coffee that you serve or the layout of your invoice, your latest TV commercial or the way you sign your emails.
Think about it, everything combines to create your brand and when everything is pulling in the same direction it strengthens your brand. Everything; everything you say, write, create and do has an impact on your brand. The most successful brands in the world know and understand this, you don’t have to be a global multi-national to have a strong brand, you need to have a vision, get your team to understand it and stick to it.
The importance of brand engagement
In a market swamped by competition, rational choice has become all but impossible. Brands create stability and a safe haven amidst the turmoil around them, representing clarity, consistency and status. Consumers have an innate need to create an emotional bond with a product or service, it helps to define who they are and justify their engagement.
Nowadays products and services are taken for granted, quite often the only distinguishing factor between them is the brand. As Seth Godin sets out in his book Purple Cow, you need to make yourself remarkable to engage your audience. And once you’ve engaged the consumer it’s not just a product image, it’s also reflected on their own image too. In modern society brands shape how we see ourselves and also how others view us.
With this knowledge we can see that it is vital for a brand to engage with its audience; for it to resonate and gain empathy. The great thing about online marketing is that you can be who you want to be and make your stand. Your niche will be carved and your brand assured.
Brand Identity
Your brand has to work hard projecting both outward and inward ensuring both your customers and employees understand who you are. It needs to be invasive seeping through every aspect of your business. It should say; who you are, what you do and how you do it and it can also elude to where you want to go.
So ask yourself who are we? Are you serious or light-hearted, stylish or rough around the edges, global or local, are you exclusive or bargain basement, are you technology or people led, are you a pioneer or a “me too”, are you elitist or down to earth.
Whatever you choose your brand to be, ensure that you’re being authentic. Don’t try to be something you’re not, this is the easiest way to fail.
If you’re changing direction, don’t expect everything to slot into place overnight, but make the first step. The first step to offering outstanding customer service is to start doing it. Believe that you offer outstanding customer service. Learn from your mistakes; instil in others your passion and vision for your company. Pretty soon you will find that your mistakes are fewer and the whole process becomes a little easier. Before long you will begin to get a reputation for offering outstanding customer service and it will show. It will become synonymous with your brand, then any contact your customer has with your brand will strengthen that emotional bond they have developed and you have created yourself an advocate; a walking, talking billboard, offering free advertising and personal recommendation.
I thank Jonathan for pointing out this gem of presentation at the TED conference by Joseph Pine http://www.ted.com/index.php/talks/joseph_pine_on_what_consumers_want.html Can you stand behind your brand, head held high and say “yes, this is us”.
Phil Wright has been working in the Comms industry for over 15 years and is a director of Oxford Creative.
Tags: brand, brand engagement, corporate identity, corporate personality, identity, positioning, Purple Cow