Branding

Branding


A brand is who you are. It is the core value of your business offer and a promise to your customers of the value they should expect


It cannot be manufactured, created or invented by an external consultant (because then you’ll be required to live up to someone else’s vision, rather than your own)


randing is how you articulate and appropriately communicate your brand—to your customers, and to the world. This is where designers are useful


15 principles of branding:

1. Branding is the most valuable real state in the world

2. All successful branding is based in a truth

3. Branding is internal before it's external- internal staff need to be ur grt ambassador

4. Branding is not a deparment(responsiblity from receptionist to ceo)

5. Branding is culture

6. Mission, Vision and Values are internal—these are a great internal guide but no one outside the organisation really cares. They will only be interested in the value you provide them.

7. Your brand is not just what you say it is—it’s what other people say it is; the challenge is managing the gap. And never underestimate the power of perception because it can be more persuasive than the truth.


8. Your brand is not your logo—your logo is the shorthand visual reminder; your brand is the relationship you have with your customer. Brand is who you are and how you act, identity is how you look (2). And everything you do is communication.


Branding makes an organisation visible and understood—the logo and communications material are a window to your brand. Consider how you want to be seen. If you’re not clear about your own brand, don’t expect that others will be, either.


10. Your brand is your filter—use it to help decide on everything, from hiring staff to making acquisitions or pursuing initiatives. It’s all about finding the right fit.


11. Don’t just have a positioning—have a position. Taking a stand will help define the brand purpose.



12. A brand is a long-term and evolving objective—it requires dedication and commitment. Building and maintaining your brand cannot be outsourced. It’s not a short-term exercise.



13. More than ever, your customer or end user is at the heart of your brand—whether you like it or not. Put simply: Your brand is the promise you make; the customer experience is the promise you keep


14. If your brand is to have value, what you do must have value—branding is the articulation of that value.


15. It helps if you can explain your brand purpose in a few words—for example: one word equity, single-minded proposition, unique selling proposition. This makes it easier for staff and customers to remember your brand purpose.

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