Develop your brand to inspire feelings of confidence and trust, of value and quality

Your brand is more than your visual identity or logo - it is much more subjective than that.
Your brand combines your marketing mix with the 'personality' of your company. It's about creating an identity that will inspire feelings of confidence and trust, of value and quality.
You don't need to build a brand but if you don't define the message, build and market the image you won't control it or be able to manage it - your customers and competition will!

Defining your brand will help you to articulate your company or product's value and explain its purpose to your employees, customers and investors.

Developing your brand to send out a strong consistent message

The process of building your brand is the same whether large or small. It will increase the consistency of your message as you will take control of it. You control the message through marketing, advertising, customer service and all interaction between your company and the market.

1) Define the message - Know it!

What is so good about your company or product? Why do or should your customers prefer you? Why are you different?

Who is your target customer? What will appeal to them? It's no good being the fastest if speed is not a key frustration. Identify with the key frustrations of your target audience and develop your proposition to answer those frustrations.

2) Build the image - See it!

How does this message fit within your overall image? Visually and verbally, you need to communicate your proposition. This is usually through your company or product's logo and strapline.
BMW's strapline is 'The ultimate driving experience' and they have built their brand around a premium proposition - their photography and adverts reflect this.

3) Market the image - Buy it!

We are guessing that your marketing budget is less than BMW's, which makes it even more important that you keep a tight grip on how and when your company or product is seen. This needs to be a planned and scientific approach, there needs to be a clear well-formed strategy and a single-minded proposition. (If your target market is everybody then you will end up targeting nobody.)

4) Live the message - Deliver and develop it!

You must be able to deliver on your promises, your customer's experience must match the image built. If you fail to deliver the brand, (your product or company) could suffer irreparable damage. (Remember Gerald Ratner?)

Equally, if you fail to continually respond to customer needs (their new key frustrations) and evolve your brand to meet those new requirements someone else will. Polaroid was built around the concept of 'instant photography' but with digital photography, Polaroid is all but a distant memory.

So what are the components that make your brand?

Your brand name - The words or word by which your company or product is known

Your logo or trademark - The graphic image that is an icon for your company or product

Your strapline - A memorable phrase that expands to further describe your identity and/or proposition

Brand association - What attributes do people think of when they hear or see your brand name? (Quality, low cost, etc)

Brand personality - How do people feel about your company or product (Great service, friendly, professional, etc)

Positioning - where does your company or product fit within the market place (More for more, less for less or more for less)

Our 'Brand profiler' will provide you with a 'snapshot' of your current positioning and help create your roadmap to reposition should you need it. Alternatively, it will help you to identify where you are to position your new offering within the market place.

The Quiet Storm 'Brand profiler' does not limit our input to just the physical appearance of your brand but incorporates all of the components and provides straight talking advice on how to maximise the potential of your brand.

To arrange a no obligation FREE consultation please complete our enquiry form - stating which days and times would be most convenient for us to call you for a brief and informal chat about your requirements.