In a highly congested marketplace, where consumers are utilising the power of instant communication as never before, branding is the essential tool in how companies can position and differentiate themselves. We give you some tips to help your brand be more effective, using our "InfoFort" brand as an example of how a branding excercise would look like.
The InfoFort space at GITEX, Dubai.
1. Understand what a brand is
This may seem incredibly basic, but unless you really know what a “brand” is, you’re unlikely to develop a strong one. A brand isn’t simply the collection of logos, taglines and colour schemes that your company uses – although they’re undeniably an essential tool of communication. A brand is really the bond that is created and sustained between your company and your customers, it is a reflection of the promise that you give your customers - a promise of quality, speed, a certain level of service etc. People interact with brands as they do with people; when a customer sees your name or logo, it encapsulates positive or negative emotions and the brand is associated with a character, image and tonality.
2. The experience is the brand
You can spend millions of dollars on an expensive rebranding scheme, overhauling the typeface, the logo and the uniforms of the staff, but if your customers have a horrible experience using your product or service, then the expense is wasted – they’ll merely associate your new colour scheme with mediocrity or inefficiency. Ultimately, your customers own your brand – it’s not what you do, it’s how they see you, and its all in the small details that are presented to them. The InfoFort display above is a perfect encapsulation of that; the whole space becomes InfoFort from the red, perfectly symmetrical coaches to the warm red rug and the paper shredder on a neat white table - all working to exude the InfoFort experience of dependable security.
3. Your brand is represented by everyone in the organisation
How your company is perceived isn’t simply the function of the marketing or PR departments. As we’ve highlighted, the brand isn’t the advertising materials you put out, but the overall experience of your customers when they use your product or service. It is, therefore, essential that everyone in a company understands the branding philosophy, understands that they are all custodians of the brand and must represent it in every aspect of service delivery. Your brand isn’t the reflection of one part of your organisation, but of everything it does and whomever it encounters.
4. Don’t be generic
When it comes to creating a brand, your name and logo have to be instantly memorable, and your promise must be unique. Asking people to form an emotional bond with your new line of, say, paints, it’s probably not a great idea to call it “general paints”. It only worked for General Motors because they got in early, got in big, and the fact that most people soon learned to call them GM. It’s the same reason why the fad for spending megabucks on www.books.com or www.flights.com failed to create a single market-leading brand from any of the websites – failing where names like Amazon and Expedia gained instant traction. When it comes to choosing a name, make sure you stand out and your promise is one of a kind - for InfoFort the promise is a mix of comprehensive solutions, customized services, and security.
Read why being simple and straight to the point pays off.....
Watch this video by PointtoPoint about building a brand.