Well obviously the answer is to brand\u2026need I say more?<\/p>\n
Yes, of course I do and am happy to, because this is a subject close to my heart (and that of my lovely colleagues as well I know).<\/p>\n
We all know that you shouldn\u2019t judge a book by its cover but in conflict with that little saying is the one about first impressions\u2026confusing huh? Well the truth is that, moral or not, people do make snap judgements based on their first look. So guess what, more often than not potential clients who don\u2019t already know you, will take one look at your logo\/brand and make the decision (consciously or sub-consciously) on whether or not to do business with you.<\/p>\n
You may well still be thinking, \u2018come on Zo\u00eb, it really is just a logo\u2019, but consider this, it is estimated that 96% of the value of Coca Cola is attributable solely to its brand. That\u2019s the equivalent of $150bn.<\/p>\n
When I talk about brand I\u2019m not just referring to your logo, it\u2019s much more than that. It relates to everything from how your phones are answered to the style of writing you employ right up to you business objectives, values and mission and the stakeholder\u2019s perception of the business. Your brand should reflect your business aspirations, the type of experience you would like your clients\/customers to have with you and the relationships you have with your employees. Now take an objective look at your brand, which is essentially your business\u2019s face. What do you see?<\/p>\n
Consider some of your favourite brands, how do they express the vision of the company and you\u2019ll see what I mean? You\u2019d never mistake the purpose and function of Waitrose for Asda for example.<\/p>\n
A re-brand needn\u2019t be a painful process, in fact it should be liberating and positive. There are several very good reasons to rebrand. They include:<\/p>\n
\u2022 To stay sharp, competitive and in tune with your market(s)
\n\u2022 To bring the internal and external parts of the company in line with each other for a more cohesive and effective offering
\n\u2022 As a result of mergers or acquisitions
\n\u2022 To accommodate changes within the business
\n\u2022 To accommodate more effective business practices and streamlining
\n\u2022 To allow for effective application and presence across a range of appropriate media including online.<\/p>\n
In conclusion, you have a brand for a reason, it should be a summation of everything your company believes and promises, its style and personality. That\u2019s what your customers initially buy into and that\u2019s what they expect, anything else will be a disappointment.<\/p>\n","protected":false},"excerpt":{"rendered":"
Exploring the value of brands.<\/p>\n","protected":false},"author":2,"featured_media":5619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_s2mail":"no","footnotes":""},"categories":[1],"tags":[],"class_list":["post-494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"yoast_head":"\n