There can be a common misconception that brand = logo and that an occasional brand refresh is enough to keep up to date and ahead of competitors….wrong.
A brand is a blend of factors that customer’s perceive your company to be. This can be derived from:
- The tone/voice of copy writing in marketing collateral
- The philosophy you take to the story of the business, its past and future
- How you treat customers and your attitude towards them
- Your promise as a business and whether your actions marry this
- How you operate in comparison to competitors
- Logo look and feel
- Strap line or slogan
- Consistency of brand across all marketing materials, advertising, PR, logo
- Quality of all marketing materials and website
- Mission statement
The latter list is important but these should be integrated to the first list for them to create the final product. After all, what is the point of designing a fancy logo if it doesn’t actually represent what your business is all about?
So, is your brand being perceived how you want it to be?
A great way to do this is to carry out a simple brand audit with key stakeholders including staff, customers and suppliers. The results can then be paralleled to your desired perception to see if there are some changes required. A brand audit contains questions such as:
- How do you perceive the quality of our brand compared to competitors?
- What comes to mind when you think of our company?
- How do you perceive the customer service of our company vs. competitors?
- How do our brand messages compare to your experience dealing with our company
- Would you recommend our brand to others?
- Do you prefer to use competitors over ourselves, if so why?
- In what way do you think our brand is different to other similar brands?
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