There is no hiding the old adage that your brand is not your logo. But it still falls foul of that type of thinking. If you look at the needs of the next generation and them as a workforce, there is a desire and need that ‘work’ becomes more purposeful and fulfilling. This is not the addition of a pool table or bean bags, but an environment that enables true connection and doing something that they care about.
Key6 - Brand
Your Brand Strategy Is What Is Left When The Tactics Stop.
If your business is to thrive your brand strategy should be clear enough to get you out of bed in the morning. It is not enough to say what you intend to do. Your strategy should be part of your DNA at every touchpoint so that there is no question about the experience that should be had when interacting with your brand.
As communication channels become more abundant brand will play an increasingly important part in your business success. People don’t buy what you do, they buy why you do it.
This doesn’t stop at the employees. Any business owner that leaves brand to one side and ignores it’s importance will fall foul of the competition and the customer will choose to support other products and businesses. But you as the business leader have to adopt an awareness of brand to support your vision.
While each business will adopt a different level of brand activity depending on their needs, it will always play a part. It’s something we witness every day working with fast growing businesses. The challenge of doing the day to day, but also developing what you stand for and moving towards your key goals with purpose. It really doesn’t start with the logo, but your purpose, brand strategy and archetype, customer avatars, position in the market, internal culture… the list goes on.
If you are a privately led business with a strong founder the brand can become a mirror of you, both good and bad. If you want to build a strong brand you have to have a strategy in place that lets other live, own and deliver it for you. When we look at larger businesses that have a corporate style structure, there are other hurdles to overcome. You cannot build a brand on a spreadsheet and the leadership cannot ignore the grassroots activity that will define the needs of the workforce or your customers.
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The Key To Brand Strategy Success
Your brand strategy should supersede tactics and marketing. Short term activity and strategy should always be able to be referenced against the vision of your business or organisation. However be aware that your vision and brand should evolve.
What Experience Do You Want To Deliver.
If your goals are arbitrary – to be the biggest in the world, to be the most luxurious – you are not aligning with your audience needs and you can easily be surpassed. What is it that will define success between you and your customer?