Why it’s never too late to refresh your brand – creative brands cut through

Now is one of the best times to review your brand as you re-set targets for the new financial year. Why? Because your brand story is the essence behind your success, writes Sharon Williams, founder of Taurus Marketing.

In 1940, brothers Richard and Maurice McDonald had the idea to open a restaurant that served burgers, hot chips and drinks. The idea was not original; it wasn’t exciting or even groundbreaking. So why is it that eighty years on their idea (which is now known as McDonalds) is the world’s largest chain of hamburger fast food restaurants, serving millions of customers daily around the world?

Branding is the acute difference.

It can take years of hard work to build and seconds to lose. Your brand is what differentiates you and without a clear brand identity, it is difficult to see what you stand for – you are no different to everyone else.

When I meet a client who wants to expand their target market, increase sales or increase their presence in the media, I treat their brand promise as the single most important element of their campaign.

Too often people underestimate the power of their brand identity to make or break a company or campaign.

Everything from appearance, experience, pricing, quality, reputation, presence and benefits make up a brand’s identity and this is ultimately what attracts and keeps your audiences engaged.

From its early formation, a brand, like any good novel, tells the story of the company it represents. Is the organisation caring and loving, is it tough or sexy? A company is only as strong or as weak as the public’s perception of that brand.

I own a marketing/PR agency that’s been going for 26 years, getting our brand out there and establishing marked points of difference has been paramount (and fun) on that journey.

Brand value

The brand value of a company now appears on the balance sheet as a tangible asset and is no longer a domain that belongs firmly in the marketing department alone.

It has powerful connotations – luxury, contemporary, health, family, quality, social status and most importantly shareholder value. It creates in the mind of customers and prospects an acute perception and it encourages an emotional attachment. Remember that everything from your stationery, logo and advertising to your website, office look and social media presence (or lack of) will contribute to your brand.

Strategy is everything.

Know your key messages.

Fine-tune your core values. Stick to them (don’t stray from them).

Work on getting it right every time.

Growing a brand is not quick or easy. You need to deliver a strategic message aimed at a strategic audience.

Who is your audience

When I think of a company’s brand, I like to think of it as a person – or even a car! Is it confident and serious or laid back and funny? Is it a Fiat Uno, a family saloon or Rolls Royce?

Your brand’s relationship should be nourished, transparent and mutually beneficial.

Social media gives us the opportunity for honest, open dialogue and helps personify your brand. Use social media platforms well and make sure your brand lives up to its name.

It is one thing to make a promise through a brand, it is quite another to be seen to ‘be in integrity’ and keeping that promise. Promising something you can’t deliver diminishes your brand’s integrity. When you don’t do what you promise – integrity is compromised.

Know your brand’s limits, know exactly what it can do and keep a distance from false claims. Monitor the comments about your brand in the marketplace and be ready to react.

Like brand identity, goodwill is also enormously important

Strong consumer goodwill means that if times get tough people are encouraged to stick with the brand – through the bad times.

Creating a great brand is just the beginning. Your brand should be treated like a long term relationship. It requires trust, honesty, communication and continual work to get it through the honeymoon period and create long-lasting partnerships.

As I always say, putting your brand out there means to just be yourself, but on purpose. No bull.

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