How well is your brand?
A brand can be viewed in much the same way as a person. It is a three dimensional living, breathing being. It has a personality, a point of view, an image and, if all is well, it socialises. Arguably a brand is not a brand until it has a strong emotional bond with its customer. So do you have a brand and, if so, how healthy is it?
What do I check to see if my brand is healthy?
There are five key elements that need to be looked at.
1. Brand values
These are the vital ingredients of the brand, which are valued by the customer. If you want to grow your business it is vital to ensure that you know what your brand’s values are and that they are healthy. If they are not healthy here are some of the symptoms you will notice:
2. Brand Positioning
This is where your brand sits in the marketplace relative to the competition. It is critical that you know where your brand is positioned. If this has not been undertaken here are some of the symptoms:
3. Brand Promise
Arguably the most important element. The customer experience must match the brand promise. If the promise falls short customers simply move away or worse they can react negatively. With many social media platforms available it is vital to make sure that the customer experience lives up to the brand promise.
4. Brand Essence
This is an intangible feeling - the emotional bond connecting your customer to your brand. Building a strong essence will help with brand differentiation i.e. making your brand different from the competition. A healthy essence should be consistent across all ‘touch points’, (where the customer comes into contact with your brand). The essence should be simple and clear. Ideally just one or two words e.g. Nike – inspirational.
5. Brand Identity
Your brand identity is what your brand looks and sounds like. It is a blend of values, essence and positioning. It communicates through the written and spoken word, through photography, imagery, packaging etc. As Jeff Bezos says, “Branding is what people say about you when you’re not in the room."
We hope you are finding our Trumpet Academy lessons insightful and practical. If you would like Trumpet to undertake a brand review please just get in touch.
In the meantime we will leave you with a nice Guinness brand illustration.