Do you recognise some of these brands? I hope you do. Aussies live with them, day in, day out.
BAD NEWS: It takes consistent effort to brand a business
GOOD NEWS: once the theme is developed, you can do a lot of brand reinforcement yourself!
the brand love curve
This ‘Brand Love Curve” is published by Graham Robertson of Beloved Brands. I wish to acknowledge of Graham for his clear thinking on this subject. You can find this diagram on his page at http://beloved-brands.com/views/.
the un-branded business
We’ve all seen businesses that are having a struggle:
- One that has out of date business stationary hanging round with the new stuff?
- The staff that have different looking uniforms or business cards
- Social media sites that are our of sync with logos, tag-lines, imagery and more
- A website that’s out of date once the company has changed its logo; or lacking new packaging, products or staff photos.
How about this one: an organisation where two public-facing people portray a different image or values? (was I really thinking of politics?)
And what do people think when they see this?
- They are struggling
- They are disorganised
- I’m not sure I want to engage with them.
That’s all right if you’re selling second hand books because they see what they are getting immediately. But if you are delivering anything you’ve made, that you have to work on or in any way establish trust for, you’re half way sunk!
It’s easy to make mistakes in branding if you’re not used to doing it. Lots of people remark on how businesses look; some saying “I wouldn’t go there!” – based unfortunately on appearance.
Here’s a couple of examples of doing the obvious or simple, but with disastrous results:
Powergen Italia, was expanding into English-speaking countries. They decided to go with the most obvious website address — www.powergenitalia.com.
Mercedes-Benz entered the Chinese market under the brand name “Bensi,” which means “rush to die.”
a bit of honesty 🙂
Be honest though: are you struggling with your business branding?
- Is it planned?
- Is it coherent?
- Is it working?
80% of small businesses answer NO to these questions.
If you want to turn your business around, an honest evaluation has to be the start.
People prefer to buy brands they recognise.
addressing your branding dilemma
- A BRAND RE-BUILD
- or BRAND-EVOLUTION
BRAND YOUR BUSINESS NOW
It has never been easier to get a coherent, solid brand with our help.
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Steve Barnes – ABN 80 962 297 411
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