Being clear and precise is also important in the company’s messages for a brand to succeed, a strong undiluted brand message must enthuse internally but must also consistently connect with customers through touch points, look at Innocent, Dorset Cereals or Apple as classic examples of touch point. They also demonstrate a clear story delivered with passion about who they are what they do and why they matter. This focused and consistent message is not just a marketing message but an ingrained set of values which consumers buy into with passion. These brands not only position themselves as premium players in their fields and earn more but they also continuously find new ways to spread their key messages to customers, they have a clear brand strategy
to achieve it.
Everyone Lives the Brand
Another vital aspect of any brand success is that the people within that brand demonstrate what they preach, they live that lifestyle, support that brand and contribute to its success. It is their lifestyle, it is a part of the way they and their brand do business.
Great brands go beyond the brand to understand its real value to existing customers but also to tomorrow’s customers. Whether it is a family run local shop or a global supermarket chain great brands position themselves so they develop and hold a market position to develop long-term success.
Great brands also develop their own uniqueness, not just the product or service but the whole package is how we do it around here. There needs to be not only consistency but the brand hand writing and value on how they do it. The best brands always develop singular simple signals for customers, cutting through jargon to create clarity without patronisation.
For brands to succeed in today’s global markets these golden rules have never been more important as consumers have never had so much information, but if you follow these simple rules of brand success you can develop and maintain a great brand.
If you want to develop your company’s brand and are looking for some advice on developing your company, its marketing, its sustainable competitive advantage then contact us at Cowden Consulting
to see how we can assist you, or read more about us in this blog or at Cowden Consulting.
Despite what marketing people passionately believe most people don’t think about brands, they just get on with their lives. The coffee they buy, the supermarket they go to and petrol station they visit happen almost by accident. In Britain today we are too busy to think through these everyday inconsequential purchases, focused on saving time, not forgetting something or rushing from place to place on a tight deadline. So do brands matter and if so why and how?
Let’s start with the basics, the consumer has choices, endless choices if they choose to use them, but in many everyday cases as in my examples above, the consumer sacrifices those choices for simple expedience. The inability to see (or value) brand differentiation, between Starbucks and Costa, between Tesco and Morrisons between BP and Shell, and yet they each fight for space in consumers minds through tiny differences which if we stop and think about do actually exist and we the consumer do actively value.
Despite what marketing people passionately believe most people don’t think about brands, they just get on with their lives. The coffee they buy, the supermarket they go to and petrol station they visit happen almost by accident. In life today we are too busy to think through these everyday inconsequential purchases, focused on saving time, not forgetting something or rushing from place to place on a tight deadline. So do brands matter and if so why and how?
Perception is Everything
Consumer choice is therefore the perception of the brand we hold at the time of making that purchasing choice. It is the conscious decision consumers make based upon how they feel about the brand at the time they choose to consume that product or service. So a brand needs to be more than just an image, more than just a recognisable label and more than just a mission statement. What makes a great brand is the sustained feelings which it provides its customers. That brand presence, the perception in someone’s mind is an accumulation of all the marketing elements which are planned into the deliver of that product and service to the customer. Often just called the extended marketing mix (the 7P’s) which define the areas of proactive marketing which integrate together and support any brand from Poundland to Rolls Royce.
A brand through is also more than cold marketing elements pulled together, it is also the feeling and values which underpin any brand. Its culture and ethos coupled, codified and defined by its leadership are essential elements in creating and sustaining any brand. When you are thinking about a brand, its not just the branding, it is so much more and it must all start with the customer.