In a world led increasingly by digital communications, the question of the value of an organisation’s “brand” periodically comes into the spotlight. The debate often focuses on the balance between investing in building the brand and tactical, more sales-driven campaigns. You might be asked, “Why are we investing in the brand anyway?”
What is a “brand”?
If I asked you to describe your company brand, what would you say?
A good brand is one of the most powerful tools a business has to grow but it’s sometimes misunderstood. It permeates every team, function and touchpoint but it can be confused for the logo or something that only the marketing team need to worry about.
The secret to using the power of the brand is understanding what it means. Effective branding will fold together the vision, values and personality of your business. Your visual identity is a key part of that of course – but it’s more than that. It’s also about how you communicate. It’s about the relationship you have with your customers – how you engage them and the experience they have when that engagement happens. Most importantly, a good brand is authentic and will apply itself consistently – and that means your brand will reveal itself in every aspect of your business from marketing to how you send your invoices out.
Why is it important?
- A brand is what sets us apart from the competition
- It takes an organisation closer to its overall goals
- It helps us to communicate with our customers
- It makes sure everyone is certain what they are doing, how they should do it and why
- It creates loyalty
- It helps us to stay around for longer
Those who have a strong brand survive, those who don’t will get overtaken by competitors.
Gray’s offer a free brand consultation service – if you would like to review your brand, or create a new one, just get in touch.