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In today’s marketplace, recession and downturn are the hot topics. So is it possible to grow your brand with success during these difficult times? Great businesses have been established and developed in the toughest of times; for example MTV was introduced during the economic slump of 1981, and IBM defied the current trend by announcing a 12% profit in January of this year. Since opportunities will always be maximised by clever businesses, design expert Joe Brown from designdough explains the key role brand can play in the success of your business, whether you are a sole trader or employ a team of people. ‘While the dictionary definition of branding is simple – “the act of giving a company a particular design or symbol in order to advertise its products or services” – it is amazing how few people understand its importance. Applying it to ourselves as individuals, ‘brand’ or identity is mainly instinctive. Your vocabulary, style, humour and personality are just some of the components of what makes up ‘you’. In business, it’s just as important to get to grips with your image to ensure customers understand who you are and why you are the best people for the job! Every business wants to be a customer’s first choice and building and managing a brand can play a significant part in making that happen. Successful organisations from Cadburys to Innocent Smoothies consistently highlight the importance of brand as a core business and organisational asset. What is a ‘brand?’ What these companies understand, is that a brand is not just a funky logo (although smart How getting the right brand - is crucial to a successful business
Take a look at Innocent’s website – key to their brand is a fun approach and engaging language, but underneath are stronger messages of ethical practice, integrity and health benefits all tied together by a sense of community, a community that you, the consumer can join! Companies like this, who have prospered from successful brand management are great to study and use when considering your own brand.
The starting point for building a brand requires some reflection. What is unique or individual about your business? What do customers really value about your product or service? Get to grips with your core values, aims and objectives in business, and start to think about how you deliver them. Although this sounds basic and you will intrinsically know the answers, this information is not always obvious to other people.
Tough times
As the credit crunch hits and times get tough for business, it is now more important than ever to secure your position in the marketplace. A strong brand is the only way to stand out from the crowd, and taking decisive action with your brand can open loads of doors for you – even in times like these.
It is easy to see how your brand can work for you during the credit crunch. If you can clearly communicate integrity, strength, success, good value and a customer-centric approach through your brand, chances are you will fair far better than a competitor (who may feel they offer all these things, but do not present them clearly to the customer).
Cutting back on marketing, and effectively reducing your foot-hold in the marketplace may save you money in the short-term, however you will emerge behind your competitors when things improve. Investing in your brand and communicating the added value you are offering during tougher times will improve your customer retention and loyalty in the long run.
Some of the basic methods for driving your brand forward are really simple and have negligible cost. For example, spend time with your staff, ensuring they are equipped to communicate your values and reflect your brand. Let them be your advocates!
Be consistent in your messaging, check that all of your customer contact points are positive, engaging and in line with your brand expectations. Get networking - referrals are invaluable and instantly build credibility and trust. When the time is right, get a professional on board who will take time to understand your business, customers, your goals, values and ethics and will develop smart design solutions that support, communicate and drive your vision.
Designdough’s top tips for building a successful brand:
1) Remember your brand is the lasting impression and value of the customer experience – not just a logo!
2) Begin by defi ning your business’ persona and brand values – this will be your unique offering to your customer and over time they will automatically associate your company with the qualities you have chosen to highlight
3) Remember your customers – a brand exists in the mind of its customers. Your brand is no good if it isn’t delivering what your customers want – involve them in your decisions and plans
4) Your brand must be easy for the customer to recognise and remember, therefore, keep names, symbols and logos brief, simple and to the point
5) Be consistent. Make sure in all communications you are reinforcing your brand values
6) Be original and honest – don’t impinge on another’s design and make sure you believe in your brand
7) Get employees involved in the branding early on – make sure they understand and believe in your brand as much as you do
8) Meet and exceed what your brand promises
9) Manage your brand – make improvements and changes to refl ect shifts in the way you do business or trends in your market
10) Most importantly, employ innovative designers to create and communicate the vision
Providing a creative mix of brand generation, design for print, and web solutions, designdough works with both public and private sector clients including Mazuma, Henry Howard Finance and the University of Glamorgan to produce inspiring design solutions. For more information visit www.designdough.co.uk , email Joe at studio@designdough.co.uk or call 02920 008834.
