When brand owners are asking consultants for a ‘new brand’, they mean ‘new name, logo, symbols, icons, new look and feel for their current name – “. People often think that brand is just about the imagery, outlook, and tangible features of the name. However, the true definition of a brand goes beyond.
“Brand is Everything, and Everything is a Brand.”
Brand is Strategy
Brand does not merely conveyed tangible features,
but also embed stories that define the product.
For example Australia’s largest paper company with
their forest stewardship council to be more environmentally friendly, is their
brand. Or child labor scandal that throw one apparel brand on fire, is their
brand. No matter how fancy or valuable your brand equity, the whole surrounding
stories is part of your brand.
“It is a matter of consistency
on how you carry yourself in the eyes of the public.”
Brand is Cue To
Action
Brand could also be a call to action in which brand
has to invite and inspire people’s
behavior or attitude towards ones’ product. But the question is, are your calls
to action is inspiring or tacky?bold or dull? Is it consistent with the whole
strategy?
Take an example of Coca Cola ‘Share a coke with...’ campaign in
Australia that enable the consumers to engrave their friends name in Coca
Cola’s can; this ‘cue to action’ is align with their core strategy to
socialize their brand as a symbol of togetherness through the brand slogans
“Enjoy life” and “Share your happiness”.
Brand is Service
Another aspects that constitutes brand is customer service. If a
customer calls your customer service centre and have to wait for hours just to
be served, that is your brand. It gave out the impression that you do not have
the proper management or did not take customer service seriously.
Take a look of Singaporean Airlines ‘a great way to
fly’ slogan which align with their service embodies a motherly affection along
with localize delivery by singaporean stewardess, thats their brand.
Or Lexus customer service in one of the example of
best customer service, where they have the ideology which ‘you come as a
customer, but you will leave as a friend’, that’s their brand. Restaurant’s
ease of delivery and 24/7 accesses signaled a message that they always be there
for you, is their brand.
Brand is your Expressions
On top of that, How you communicate in the public
influence the way the public’s perceive your brand. The way that your vision,
mission, and values are communicated to the public is the whole essence of
branding.
Your logo, jingle, website layouts, newsletters,
advertisements, and promises constitutes a brand in which the message have to
align with the entire set of brand identity.
Virgin group is the perfect example to illustrate
this understanding. Through the image of Richard Branson, Virgin Group has united
their brand identity and message that is delivered or portrayed in the public.
In a recent ad, Virgin Mobile takes a look back at Richard Branson's life and
his seemingly forward thinking ways.
The consistency of the whole communication of a
brand helps to ensure that the right message was delivered to public, as well
as prevent future misunderstanding or message confusion, which one of the most
fatality that a brand could make.
Brand Comes Within
People often define a company as personality and identity of a
company or a product. In which, personality comes from within the company
itself. A laid-back environment, casual-dressed employees, and good
teamwork; reflect brand image.
In corporate world, having a good team starts with
thorough psycho-screener to determine their emotional attachment prior to
induction; such thorough screening process will further be supported with
continuous training and development, which in turn, may foster quality of the
team.
“Brand is your people and the
way they represent you.”
Apart from the employees itself, your premises
facilities is also your brand, which may motivate your people altogether.
“Your home is also your brand.”
At end of the day, brand is all about consistency in
every corner of your corporate representation.
Starting from core tangible identity: logo, jingle, website layouts, newsletters, advertisements,
and promises.
Into intangible identity which
allow brand to have direct interaction with the public (e.g. customer service,
employees, and company facilities)
Regardless you have a fancy logo or design, award
winning advertisements and campaign, the true measure lies within the
consistency of your promises to customers.
** ps: This is the piece that i wrote for my
company's blog. So, it is a little bit different than usual. But,...
Do you guys agree with the points i have made?
Sound off below and
tell me what you think!
Tha!xx
