Understanding brand

Brand – speaks to the mind and heart

Brand is the promises and the expectations that reside in each of your customer’s mind about your product, service and business. It exists whether you mean it to or not.

A good brand builds your businesses, an ineffective brand undermines your success.

Your brand is the nucleus of your sales and marketing activities, generating increased awareness and loyalty when managed strategically.

If you choose to, you can build and develop a brand that will help your business stand out in a crowded marketplace and build a loyal customer base.

Brand identity – tangible and appeals to the senses

A great brand identity increases awareness and builds businesses.

Brand identity is the visual and verbal expression of your brand.

You can see it, touch it, hold it, hear it, watch it move and smell it.

It begins with your brand name and brandmark (logo) and evolves into a matrix of tools and communications.

It’s not just your logo and other visual material that someone like us creates. Your brand identity is how you and your staff dress, what is said to your customers, the smells your customers experience from your products or within your premises, whether your building is well presented and clean, how you treat your customers…  it’s that big smile that you and your staff give every customer that walks through the door – every time they walk through the door.

Your brand IS your business – you need to get it right

It is all in the details…

  • Whether you leave that sign up that is faded and in need of replacement or invest in a fresh, new sign.
  • Whether you decide to get the cheapest option to replace your sign or invest a little more to get a well designed, high quality sign that will last.
  • Whether you take the time to sweep out the front of your store or ‘leave it up to the council’.
  • Whether you bother to clean your car that is sign written or not.
  • Whether you bother to water and take care of the plants in your reception area or not.
  • Even just the choice between giving a smile and some friendly help and understanding, no matter how bad your day has been and how silly the question seems, instead of rolling your eyes and giving them the ‘look’.

It’s your choice. These things all make up your brand and all help your potential target market decide whether they want to do business with you.

Put 150% effort into your business – achieve 90% quality, put 80% effort – get 50% quality…

We believe you must strive for for at least 100% or more when doing anything in your business. It you strive for doing things 100% correctly ALL the time you will hopefully end up with things being 80% of what they should be as you are never going to get it right every time.

If you strive for 80% quality, which is pretty good, the cumulative effect is likely to be that you will be operating at 50% to 60% of the quality and capacity you could be operating at which is pretty average at best.