how to build a brilliant brand

1. HOW TO BUILD A BRILLIANT BRAND The concept of brand and branding is controversial. Ask a group of people what they think of a particular brand and you’ll get many different responses. Ask the same group what they think branding means and you’ll see even greater diversity of opinion. Critical in the building of a brilliant brand is defining the fuzzy concept of brand. So here goes… What is a brand? :: Contrary to popular opinion, your brand is not your logo, stationary, signage or latest ad campaign. Sure, this comprises part of your brand identity and execution, however your brand extends far beyond this. A brand is a distinctive and long-term opinion held in the minds of your clients or customers – as well as your management team, employees and competition – in relation to your business offering, product or service. It is the heart and soul of your business. Brands create context and meaning about what your company offers, enabling clients to compare, assess and ultimately purchase where the impression is positive – or go elsewhere. What is branding? :: Branding is about developing and implementing a plan of action to create and maintain the desired impression of your service in people’s minds. This can operate at a corporate, individual or product level, depending on your focus. LIVING AND BREATHING THE BRAND Brilliant brands evolve from a core idea,, a simple expression of what makes the product or service unique, appealing and it should drive everything the company does. Top brands don’t just happen. They are strategically created, nurtured and evolved. They require your time, energy and investment. So what can you do to give your brand the best chance of success? Lead with passion :: Brilliant brands are typically led by passionate people who understand the brand, are committed to living the message and encourage their teams to ‘live the brand’. Think of Paul Thompson (dmg-radio) ,Janine Allis (Boost Juice) and Bill Gates (Microsoft). Develop a clear strategy :: Brilliant brands have their roots in a brilliant strategy. They follow a clear strategic plan that is regularly reviewed and adjusted as necessary. Adopt a rigorous planning program that is easy to understand and implement. Make your brand the driving force :: True brilliance is achieved when the brand is the heart and soul of your business and its guiding force. In the words of Ken Chenault, CEO of American Express., “Our brand is the litmus test for every business decision we make and for the way we conduct those businesses. Because of this, our brand and corporate values must be consistent. “Don’t make any business decision without first asking, ‘What’s the likely impact on our brand?’ Be unique :: Brilliant brands are distinctive and authentic. Being a ‘me too’ and staying ‘safe’ may seem like the best option, but it’s extremely risky. The very purpose of branding is to make yourself, your product, service and business stand out. As marketing guru Jack Trout has said, “Differentiate or die.”

2. HOW TO BUILD A BRILLIANT BRAND …/2 Have clarity of purpose and values :: Brilliant brands are based on a simple, well-defined idea and clear brand values. They stand for something, they have a personality, they have an opinion and they make a promise and are clearly understood. Think about Smiggle’s commitment to making stationery fun, Nova on no more than two ads in a row, and Bunnings lowest prices are just the beginning. Avoid tinkering :: Once you’ve defined your brand’s essentials, avoid the temptation to tinker. Brands are built on consistency. Your brand is your identity. For customers or clients to understand and build a relationship with you, you need to be consistent and recognisable. Be clear about what you stand for. Deliver, consistently :: Brilliant brands make and deliver on promises, consistently. They reinforce good reputations by getting it right every time. Build trust :: Brilliant brands are trusted because they deliver. People buy them, safe in the knowledge that they will not be let down. In an information-heavy, time-poor world, people want to simplify their lives. One way to do this is through turning to brands they know and trust, for example, Panadol. Because trust is built through experience, consistently delivering on brand promises is essential. Manage your ‘brand evidence’ :: Brilliant brands display clear evidence to back up their promises. Each and every initiative, whether it relates to name, corporate and visual identity, location, service, office environment, packaging, staff behaviours, signage, advertising, internal and external communication, distribution, processes, corporate relationships, sponsorships – the list goes on – must be consistent and ‘on brand’. Make it an experience :: Brilliant brands take customers on a journey, making each encounter an experience rather than a transaction. Understanding every point of customer interaction means you can better engineer your product or service to make the experience memorable and valuable to your clients. Encourage belonging :: Brilliant brands provide loyal followers with a sense of belonging, creating a brand ‘tribe’. As brand evolve, they encourage people to remain part of the club, finding was to ‘hook and hold’ them. And if employees feel a strong sense of belonging, they are more inclined to deliver great ‘on brand’ service. Think of Apple and Google. Stay relevant :: Brilliant brands evolve as client needs and interests change, staying relevant, without straying from their foundations. Be real :: Brilliant brands are credible, not promising things they don’t believe or can’t deliver. They stay true to themselves. Think about Australian surf brand Quiksilver which openly encourages its staff to surf, skate and snowboard – to live the brand.

3. HOW TO BUILD A BRILLIANT BRAND …/3 Build emotion :: Brilliant brands evoke strong emotional reactions. Emotions drive purchase behaviour and loyalty. When people are emotional about your brand, they will stay loyal, seek you out and pay a premium. Brilliant brands leave people wanting more – think Tiffany & Co. for stylish women, ASICS shoes for runners and Harley-Davidson motorbikes among middle-aged males! Live the brand :: An absolutely critical, yet commonly overlooked, element of brand building is fostering ‘on brand’ culture and behaviours within your business. Brands are brought to life by people buying into what the brand is about, making it a way of life and by team members who are engaged, passionate and who deliver on the core brand promise. The key is to provide your people with the knowledge, support and commitment to make this happen. Your people know what needs to be done and they do it. The culture is your true competitive advantage.” Evolve :: It’s not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. Brilliant brands stay on top by remaining relevant, dynamic and proactive, yet true to their foundations. Think of McDonald’s – it has successfully evolved in recent years, creating a ‘healthy’ menu while keeping its core values of service, cleanliness and good value intact, bringing loyal customers along for the ride and capturing new ones along the way. Stick it out for the long term :: Brilliant brands are built through the dedication and clear, consistent effort, following a strategic path and growing with time and nurturing. Focused on the long term, they do not stray from their essence. It takes commitment and investment to build a brilliant brand. But with dedicated effort, comes brilliant reward! Thankyou, Steve van der Veeken LA Advertising General manager