Branding and Brand management
In branding and in business it often takes multiple, integrated actions
to deliver the result a business require. A Brand is most potent when
expressed across all parts of an organization’s communication and delivery -
from setting the brand direction to staff incentives, selling in the brand
internally and creating communications Programmes to publicize the offering.
At ITSthe1, our key objective is to provide the communications you
need and integrate the expression across appropriate channels – online
and/or traditional:
Brands put a relationship to a name
Strong branding is very important – because it helps to make you
unforgettable. Too often companies perceive rebranding as a shallow cosmetic
exercise. Some new colour here, tweak of the logo there and throw in some
nice brochures and advertisements. Done deal. Not so - in order to compete,
be differentiated and sustain a competitive advantage, organizations need to
push the brand much deeper to their internal core: their people.
Strong branding is how every organization is known and remembered. It
delivers top of mind and emotional connection. In a world where no-one has
the time to sift and sort all the options, branding helps consumers cut to
the chase. Brands turn purchasing decisions into emotional decisions. It
delivers a very real sense of difference at a time when it is increasingly
difficult to tell one product or service from another.
No other business strategy does all this, because no other aspect of
business forges this level of relationship and recognition. That’s why our
approach centres on delivering to our clients the brand they need, for the
growth they want, from the point they are at right now.
ITSthe1’s intention is always to help organizations grow. But while
growth is always about results, it is not automatically about revenue.
Different organizations have different critical growth factors.
Do you have a brand? Find out ...
What do you as an organization promise your
customers that none of your competitors do?
A branded company can express this in one sentence.
Is that what your customers recognize and prefer you for?
A brand owns a single idea that everyone agrees is theirs and theirs
alone.
Do all your people understand that promise and what it means?
In a branded organization, everyone from IT to the call centre agrees
what they are there to do.
Is your culture centred to meeting that promise?
Branded organizations have a powerful and positive culture that revolves
around their promise.
Are your processes geared to delivering on that promise?
Branded organizations actively link the way they work to the promise
they make.
Is your reputation the most valued thing within your organization?
A brand is the asset that most needs to be protected.
Some business drivers that make organizations look to
brand include:
- You want to be better known in the market – You’ve
been in the market, been quite successful, but need to go that extra
mile to gain further ground
- If you are losing market share – When quality and
customer service are not the issues, but you are still loosing market
share
- Another player is taking over your space – Some
companies have started to be faster and more successfully than you can
continue to expand
- You're missing significant opportunities – This could
be because of how your existing brand pigeonholes you
- Market changes – Some market changes may make your
present position weak
- Old understandings die hard - People still think you
are who you were and find it difficult to accept how you’ve grown and
expanded
- Your company feels inert – When your people don't
feel you are 'going anywhere'
The different aspects of Branding
Brand
A unique and identifiable symbol, association, name or trademark which
serves to differentiate competing products or services. Both a physical and
emotional trigger to create a relationship between consumers and the
product/service.
Brand Awareness
The proportion of target customers that recall a brand. Realization by a
consumer of the existence and availability of a particular product. Brand
awareness is a common measure of marketing communications effectiveness.
Unaided awareness is spontaneous; aided or prompted awareness is when the
name is recognized among others that are listed or identified.
Brand Identity
A unique set of associations that the brand strategist aspires to create or
maintain. These associations represent what the brand should stand for and
imply a potential promise to customers. It is important to note that a brand
identity refers to the strategic goal for a brand; while brand image is what
currently resides in the minds of consumers.
Brand Image
A unique set of associations within the minds of target customers which
represent what the brand currently stands for and implies the current
promise to customers. (Note that brand image is what is currently in the
minds of consumers, whereas brand identity is aspirational).
Brand Loyalty
The strength of preference for a brand compared to other similar
available options. This is often measured in terms of repeat purchase
behaviours or price sensitivity.
Brand Management
The process of managing an organization’s brands in order to increase
long-term brand equity. Also the person or group responsible for designing
brand identities, aligning them for maximum effectiveness, ensuring that
they are not compromised by tactical actions, and designing appropriate
brand crisis management plans.
Brand Positioning
The “market space” a brand is perceived to occupy; the part of the brand
identity that is to be actively communicated in a way that meaningfully sets
it apart from the competition.
Brand Strategy
The 'big picture' plans and tactics deployed by an organization/brand owner
to create brand equity.
Brand Value
The monetary premium that results from having customers who are committed to
your brand and willing to pay extra for it. The financial value calculated
or determined to be attributable to the brand, apart from other tangible
assets.
Brand Value Proposition
The functional, emotional, and self-expressive benefits delivered by the
brand that provide value to the customer: provides the rationale for making
one brand choice over another.
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