Remember that customers change too. See the page in this guide on reviewing your brand for details of how regular reviews help you ensure that your brand still matches their needs and preferences. Even the most traditional and well-established brands have to work hard to stay relevant to their customers. A successful brand will remain so as long as you and your staff maintain its values in the eyes of your customers. When reviewing your brand, remember that your customers and employees will have often built up an emotional attachment to it, and even feel a sense of ownership of it.
It is therefore critical that any changes you make are sensitive to their existing relationship with your brand. Use your findings from consultations with your customers, suppliers and employees to assess the wider perception of your brand. If there are any problems with your customers' experiences, don't be tempted to just change your logo often mistakenly referred to as a "rebrand" to solve them.
This is an expensive process and would not solve the problems, if they are centred on failings in your systems or staff training, for example. Remember that your brand represents the whole customer experience, not just your signage or stationery, and cannot be changed overnight. You should regularly review your customers' experiences of your business. This will provide an early indication of any elements of your brand that are underperforming. Prompt action to correct this underperforming element can save a lot of money and negate the need to rebrand your whole business.
The reviewing process can often give you an indication of areas into which you can expand your business. However, it is equally important to use the findings from your review to check if your brand can withstand being stretched to other products or services. For example, if you find that customers strongly associate your brand with particular products, it may be wise to introduce new products under a sub-brand, which may include a different logo.
7 Steps to Build Your Personal Brand
To grow your business, you should encourage innovation and the development of your products and services. This will help you to stay ahead of your competitors and respond to the changing needs of your customers. However, your brand should always underpin your core values and provide customers with a consistent and reliable experience.
Your brand may therefore become synonymous with innovation, but in itself may never change. As your brand should encompass most areas of your business, from stationery to how you deliver your product or service to customers, it can be difficult to define a budget for building and maintaining it. But it's a good idea to set a budget , otherwise it's easy to spend money unnecessarily. A budget will focus the mind and force you to prioritise your spending on your branding effort.
Before you spend any money, make sure what you propose to spend will help deliver your promises and promote your brand values.
What’s a Personal Brand?
You don't need to do everything at once. As long as employees understand and deliver what your brand promises, it stands a good chance of success. You can create stationery, logos, packaging and advertising quite cheaply if the budget is tight. However, it is a good idea to think about your future growth when devising your image as changing it later can prove costly.
You may also find that customers and employees will have already built up a relationship with your brand, which can then make it more problematic to change. Our information is provided free of charge and is intended to be helpful to a large range of UK-based gov. Because of its general nature the information cannot be taken as comprehensive and should never be used as a substitute for legal or professional advice.
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What is Brand Voice?
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Click on one of the two buttons to access the content you wish to view. Guide Branding — the basics Share on:. This guide shows you how to create a brand, how to budget for it and how to manage it. First steps for creating a brand Building your brand Managing your brand Reviewing your brand Growth opportunities Budgeting for a brand Ten tips on branding. Focus on what your business achieves for its customers.
Your brand is no good to you if it isn't delivering what customers want. Take ownership of your brand. Pay attention to customers' needs, but you should still control what you want your brand to mean to them.
Be honest. If you don't believe in your brand, no one else will.
Branding – the basics
Keep your brand simple by focusing on a small number of key brand values. Be consistent. Every aspect of your business should make customers feel the same way about you. Be thorough. Look at all your systems to make sure they help to support your brand. Involve employees. Make sure they understand your brand and believe in it. Communicate your brand. Make sure every advertisement, brochure and letter helps reinforce the same message. If you have a logo, use it everywhere, but make sure the quality is consistent.
Meet and exceed what your brand promises. Failing, just once, will damage your brand. Manage your brand.
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Market research will help you answer these questions and gather feedback on positioning for your future branding exercise. Brand research is usually conducted by interviewing customers and organizing focus groups. You can hire experts to help you conduct customer surveys or try using inexpensive—or sometimes free— online survey tools.
Your brand is your promise to the customer. Think about why your customers choose you over the competition. Are your products more dependable? Do they have a longer life? Or are they less expensive than others in the market? In many sectors such as fashion, furnishings or manufactured goods, unique styling can be a key differentiator. Shrewd marketers have long known that businesses can vastly improve brand effectiveness if, in addition to a good name, they evoke appropriate emotions.
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One simple way to do this is through the effective use of colours. For example, using reds to create a sense of urgency, greens for environmental themes, blues for water and so on. They all can help to reinforce an effective brand name. Some companies even use music to build brand identity.
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