Is branding really that important? PDF Print E-mail

We've heard some folks say that 'Branding is a nice-to-do' - as they think branding refers only to a company logo. They couldn't be more wrong!

Others say, 'you shouldn't judge a book by it's cover', but most people do just that. I don't know anyone who doesn't take a 'first impression' of every new person they meet. The same is true with a company's branding.

The reality is that without the time, money and energy spent on branding for all these years, Coca-Cola (or Pepsi for that matter) would be just another glass of cold, brown, fizzy liquid... 

Essentially a brand is the personality or outward, symbolic impression that people have of your company, product or service - whatever it is you do! 

A brand is not just a logo, or the way you design your font, or the colour you use on your website. It consists of absolutely EVERYTHING you do OR don't do. It's inter alia:

  • the way your sales people dress or answer the phone,
  • whether or not your company cars are clean,
  • how you and your staff communicate in your e-mails,
  • whether or not you launch new products of have customised products that suit specific needs,
  • the mission and vision statement that you hang in reception.
...you name it, it forms part of your company's brand image and will affect the way people perceive you.  

Overarching all of this, everything to do with the brand needs to be consistent with the image/impression you are trying to achieve. E.g. if you decide you're going to have a 'posh' brand, you can't pitch up to a customer wearing tatty jeans or post an invoice using a 2nd class stamp and you're absolutely not going to use dirt cheap packaging for your products.

And yes, it is important to get a professional designer to help you with things like:

  • creating a logo,
  • deciding on business colours,
  • building a website,
  • etc.
But, before you do any of this, make sure you know who your customers are, and what they will be expecting from you i.e. have a good idea in your mind of what impression you want to create - and tell the designer what that looks like. 

If you don't already have a local designer to help you, have a look at www.elance.com. This is a pool of very talented designers who charge very reasonable prices.

If you need any additional help, get in touch. If we can't help you, we will try to nput you in touch with someone who can.

 
Consistent messaging - get it right! PDF Print E-mail

If you are going to be a recognised brand, it is SO important to ensure that you maintain a consistent message and communication across all that you do. The Costa Coffee branding to the right is an example of what NOT to do!

We started keeping an eye on what Costa were doing mid-2010 (mostly because we thought the message on their trucks was really clever). However, we have yet to see a consistent strapline and message, colourway and imagery across their communication mediums - what a pity!

Communication messaging: 

Trucks: 'Saving the world from mediocre coffee'

Bus Stop posters: 'Voted the nation's favourite coffee shop'

Website: 'Coffee lovers prefer Costa'

TV: 'Not all coffees are created equal'

(Can someone at Costa PLEASE make a decision about the 1 message to communicate, and stick to it.)

What do they (at least) do consistently:

  • Talk about coffee
  • Use capital letters
  • Maintain the same font

(Can you also stick to your classic Costa Red. This purple thing you've got going on the website - what is that?)

A lesson for the rest of us: not maintaining a consistent message, not only wastes vasts amount of valuable marketing resource, it also completely confuses the consumer you're trying to reach.

What do Costa stand for? What do they believe in? A person is completely unable to create an impression of the brand or form an opinion about them - making it impossible to build a loyal relationship.

It's not dissimilar to dealing with someone with a split/multiple personality. 

  
 
 
 
Your customers own your brand PDF Print E-mail

It's not about what you're selling that counts. It's what your customers are buying from you.

As people start identifying with whatever 'personality' your brand/company puts across, it starts becoming hard to change anything that links to it. This is why it's so vitally important to get it right in the first place.

Coca-Cola US learnt this the hard way when they tried to change the product formula to a sweeter version (in order to compete directly with Pepsi's flavour - which was preferred by consumers in blind taste tests). People were really unhappy that their brand had been changed. The Coca-Cola company soon realised their mistake and re-launched the original Coke alongside the New Coke.
 


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