WHAT DOES IT MEAN TO 'BUILD AND LEVERAGE BRAND VALUE'?
It comes down to focus.
We see it all the time – fragmented branding, companies using several different logos, disparate messaging and disagreements among departments about what the brand should look, and sound like. It can happen to anyone. Just look at Nationwide Insurance – two logos in the same TV spot. They struggle with keeping their legacy customers while attracting new, younger ones, so they use their old logo, and current logos together. Companies often have loyal people in different roles representing their own perspective of what the company does. When that perspective doesn’t align with the larger brand message, a sub-brand message is created. And isn’t PowerPoint always the enabler?
A Shotgun Won’t Pierce the Heart
The struggle most companies face is deciding their “one thing” or simply, what they do best. And it’s understandable for those companies that really are masters of many trades. But your brand has to reach the heartstrings of your customer.
An inconsistent, fragmented brand can damage a company’s success by souring the experience with its customers and preventing new business. The message just won’t resonate with the audience and therefore won’t influence their decisions. We see this each time a branding project is completed – our clients often begin landing new business they would have not gained with their previous fragmented messaging.
Our relationships with these brands often begin with small assignments like a website refresh, new logo or motion graphics work. But to start those projects, we always have to make sure the brand is in focus… which means brand strategy.
Living In a Glass House
Websites are looked at as the place to fix things. A new website will fix the brand, right?
Yes, but no. Your site is a living, breathing thing that creates a myriad of opportunities for consumers to interact with you brand. This means lots of opportunities to show everyone just how misaligned your company might be. Once the brand is ironed out, clarified and defined, a website is a great place to tell your story. But it really is like living in a glass house – everyone can see the problems in your company through your website.
There is a solution. Refocusing your brand and creating consistent a consistent verbal and visual toolkit gives everyone, in every role in your company, a way to talk about, present and function as one big happy family. People love to get on the same page when they know the exact page numbers they are looking for.
This kind of unity behind a common cause (in this case a strong brand) creates loyal advocates inside and outside of your organization. It creates culture and inspires confidence. It creates opportunities to leverage your newly found brand value to influence the decisions of both legacy customers and new prospects.
Let’s start a conversation about your brand, and how we can make your efforts more effective.