There are two stages to building a brand. The first stage is getting things started – Creating the brand. The second stage is maintaining success – Managing the brand.
Creating your brand
We help companies create their brand at different times in their development. We help some do it when they start, when their brand is a blank canvas. But we usually get involved later, when a company has got to the point where they want to take their business to the next level. Creating a brand is rarely about throwing out everything that exists and starting from scratch. It tends to involve taking a look at what exists, and work out what is needed to make it work harder. At whatever stage a company asks us to work with them our process is the same. It’s all about creating opportunities.
Managing your brand
Creating your brand is one thing, but having a plan about how to make it work for you is just as important. If you haven’t got a plan, if you’re not managing your brand, all you have is a shiny new logo (or website, or brochure), and you’re wasting all the time, energy and money you invested in creating your brand. Brand management is about creating a strategy for using your brand. That means looking for opportunities to use your brand to engage with your customers. And this isn’t just about direct mail or a newsletter. It’s about looking at every opportunity you have to engage with your customers: through your staff, a visit to your premises or the experience of using your product or service. Your brand is a great tool for starting a relationship with your customers. Brand management is all about maintaining those relationships.
If you want to build your brand, but don’t know where to start do give us a call.
The Artist: A lesson in communication
Answer the question
Loud and clear: Brand communication(c) Alder and Alder 2012