Spelling out the Brand Message

Small is beautiful in the corporate world, but small can also be an excuse for sloppy business practices. In particular, branding often takes a back seat for SMEs, as they plead a lack of resources or time as the reason why they avoid bringing branding centre stage to their businesses.

Yet, branding can be a vital element in propelling a company into the consciousness of the consumer.

Here in the region, think of Patchi, chocolates that have created a luxury lifestyle brand, or Sugar Daddy, cupcakes with areal home baked feel. Then there’s Just Falafel, the region’s own fast food chain that has combined international practices with local ingredients, or Wild Peeta, another low-cost food chain, this one focusing on innovative shawarma recipes.

All have an original message and all are doing extremely well with their unique selling proposition.

What often repels the novice is the use of branding buzzwords — brand vision, brand promise, brand delivery, and more. But with alittle bit of research, the whole science of branding can rapidly make sense, and can be appliedto any business with startling effect.

A good starting point is to look at the three key elements of branding best practice, covering vision, promise and implementation.

*Understand your customers’expectationsand values in order to target your brand vision to the appropriate audience;

*Develop a brand promise that is deliverable… if you purport to be the ‘fastest’or the ‘best’,ensure you are what you say you are;

*Do not stray off message.

A consumer will remember your name only if your brand vision is implemented with consistency and clarity through the use of the same images and messages. It is essential for any SME to understand that first impressions are vital, in the corporate world as well as personal encounters.

How you present your company to potential clients is as important as how you present yourself… but probably rather harder. A second area for consideration is internal communications. Employees need to know what their company stands for, the DNA of the brand promise.

In this way, everyone is singing from the same hymn sheet, and it is far easier to transmit the personality of your company to potential customers.

And remember, it is the staff that deliver and are critical in maintaining brand consistency. Overall, brand is an ongoing d organic part of any organisation, and should not be consigned to singular development of a logoor website. Crucial points But, simplicity is of the essence. It’s a big, fast-moving world out there, and consumer confusion should be avoided at all costs. Other crucial points to remember are:

The brand defines the business,and all elements ofthatbrand should bepart of your business. Therefore,branding must also be part ofall your communications, advertising and services; Quality control at all times. Once a brand name is damaged or associated with a negative viewpoint from the consumer, it is all but impossible to re-establish a connection with that buyer; Branding isongoing,with the brand itself changing to reflect new market segments and opportunities; Branding is not marketing hype. A large partof brand istrust, that consumers believe in the brand strongly enough to develop an association.

False presentation of a brand will not besuccessful long-term.

To evaluate the success or otherwise of your brand strategy, communicate with your customers.

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2 thoughts on “Spelling out the Brand Message

  1. lawylde says:

    Hi, Great Article.

    Whilst I do agree with the majority I find it prudent to reinforce the fact that the trouble with the Middle East is that customer service (in store & on-line) is highly neglected and not taken seriously enough by emerging and established brands.

    We talk about brand loyalty and consumer focus, but I see the same stores in alternate malls, with the same dysfunctional elements. The brand defines the business as you say, but in a market where there is vast growth and high consumer demand, it is more likely (an evident) that brands fail and lose track of what they stand for. Their message.

    Businesses & Companies do not own a brand, the people do. If brands do not give the people what they need then they soon become dated, and in this market remaining relevant is essential.

    I would love to see more interaction in retail environments and more lifestyle value added benefit elements.

    1. soulofbrands says:

      @Lawylde
      Hi
      Thank you for your comment and feedback. I could not agree with you more. Brands need to adopt a more holistic approach to their marketing and sales efforts by incorporating employee engagement as this is usually where the brand experience deteriotes as most often employees are not trained, informed or nurtured on what the brand stand’s for, its offer and the delivery in which the brand promise needs to be conveyed.

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