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Brand performance - are you checking yours?

27 Feb 15

When I mention 'branding' most people think 'that's just my logo' – well no, it's not and it's not just a tagline, it's not an advertisement either. It is certainly not something that can be bought overnight.

Branding is:

A collective perception of your product/business based on experience. Customers experience your 'brand' when they:

  • open an email
  • read an ad
  • visit your website
  • use your product
  • receive your service
  • read your post on LinkedIn
  • speak to you or your team on the phone

…think of every touch point...

When your customer has a perception of your service/business it creates a set of expectations that your brand must live up to every time! And from that a strong brand will develop - one experience at a time.

You may remember the media reporting on an incident in 2012 when Grant Hackett was dumped as Ambassador for the Alannah and Madeline Foundation after an alcohol-fuelled meltdown.

In terms of damaging a brand, Grant Hackett did not damage a logo or destroy a tagline, it was the public's perception of the Alannah and Madeline Foundation and what they stood for that may have been compromised by Grant's actions.

So how can you strengthen your brand? Here are 7 steps:

  1. Develop a clear brand strategy
- what do you stand for? What is your passion? 
Where do you want to be?
  2. Ensure all of your marketing and branding activities are in line with the strategy that you envisage
  3. Keep your brand consistent and have integrity
- the theme, style, colours, fonts, sizes must match across all mediums (website, brochures, social media, business stationery)
  4. Be distinct
- be unique, different from your competitors and easily identifiable
  5. Communication
- ensure your company 'tone' is in tune across all channels
- pay attention to tone of voice, style, language and how you sound
  6. Professional
- you need to be seen as 'credible' or at least a 'legitimate' business
- take your business seriously
- all of this builds trust and shows you're not a 'fly by nighter'.
  7. Keep your promise
- deliver what you say you will deliver, by changing the rules during the game you breed a lack of trust

So take some time now to conduct an audit on your own business. Analyse every touch point a customer or potential customer has with your business. Is the standard what you had hoped for? Does it sent the right message?

If you’re unsure, let’s chat over a coffee. I’d love the opportunity to help build your brand to where you want it to be.

Article written by Kerryn Page, Director, Quisk Design and Founder, Big Picture - the 'Give Back' Initiative