Your Team behind Your Brand…

I’m sure we all think we know what “Brand” is. We see examples of them all around us, all of the time – MacDonalds, EE and Jet2 to name but a few, but, when it comes to your own brand, do you really know it’s importance, value – and it’s vulnerabilities?

What is “Brand” – a quick overview…

“Brand” is actually many things. Yes, it is indeed your ‘instant identifier’, such as the golden arches of MacDonalds and the double Es of EE – it’s the emblem that announces the company. However, it is much, much more than that. Let’s explore. When you see the golden arches, what do you think – what is your immediate thought? Product? Price? Service? “MaccyD” was founded in 1940 in California, so it must be doing something right to have lasted 72 years so far. One of the key things it has done, is maintain it’s brand identity. You might think this is odd if you research the burger giant, as their logo has changed over time, but this is a tremendous example of where logo and brand differ. Like them or loathe them, MacDonalds are known to provide fast food, at a prediCTA Industrial Ltdble standard, served to you by staff who dress the same, say the same, and serve to the same standard in the same time frame. The premises (which have approximately a 3-year research period prior to purchase) all look and feel the same, even down to the toilets and car parks – this is their brand. You always know what you will get – they can be relied upon every minute of every day. Whether you pulled up for a shake and a burger in the 1950s or today, you will experience the same brand. Updating their products, such as vegetarian, vegan and salads, is also part of their brand. Removing potentially damaging children’s toys in gift boxes is their brand. Re-cycling their cooking oil is also part of their brand. Telling the world they are doing this is their brand. Brand is about ethics, values, responsibility, diversity, welfare and fulfilling a promise – as well as superb product or service delivery.

What is “Brand Awareness”?

This is something that HDK work very hard on with clients. We advise that all staff are trained in your brand, understand your brand, correctly represents your brand, and can promote your brand. Think of the impact of seeing a police officer shopping in a supermarket, with their boots unlaced, hat folded up into their back pocket and their utility belt undone and slung over their shoulder. So, if your staff wear your uniform, they need to wear it with pride – and it’s your responsibility to instill this in them, with brand awareness.

I’m only a small company, why does this matter?

Knowing your brand is crucial to ALL businesses, regardless of size. That old adage “you only get one chance to make a first impression” is so true in matters of brand identity. It is also a fact that if you have a poor or unfulfilling experience from a company, you will tell 10 other people about it. If they all then tell 10 (or even 5) more, your company could be irrevocably damaged. Think about that in context of today’s social media society…

What is “Brand Protection”?

Brand protection is ensuring that anyone involved with your brand knows and understands exactly what it is. For example, if you are a shop or factory owner, have you walked through your business as a customer recently, and assessed the experience that every customer has when they visit your site? Trust us, the customer WILL notice that little pile of rubbish you put by the door weeks ago to take to the tip, or that there are open files on office desks, or that your staff pull faces when on the phone to clients. To protect your brand, you cannot afford for any of these things to happen. At HDK, we instil this in all of our clients, whether they are sole traders, or million-pound businesses. Brand protection can be difficult, but it is essential.

What is “Brand Damage”?

Brand damage, on the other hand, is very easy to achieve. How many times would you return to MacDonald’s if your food was not cooked properly, if the staff at the counter ignored you in favour of their mobile phones, or the toilets were always out of order? On a smaller scale, we are often contacted by businesses who want marketing advice and assistance. They will offer an initial meeting date which we will accept, and we will conduct some research on the person or company in readiness for their visit. Sometimes the person doesn’t show up, so we contact them to ask if they are ok, if there was a problem and if they want to re-arrange. Often, they don’t reply to anything. (I think this is now known as ‘gaslighting’). Imagine what we now think of this business. Also think for a moment how they might treat their clients, if they treat their marketing company – who are trying to help them – like this.

How can I maintain “Brand Positivity”?

Our most successful clients, who’s brands are strong, overt, protected and supported, are ones who have trained their staff, regularly include them in their aim and plans, inform their clients, invite feedback and act upon it. These are some of the basic requirements of brand positivity.

In summary…

Anyone can buy a company name, create a logo, set up an email, build some form of website and ‘launch’ a business. However, creating and maintaining your brand is a real skill, and undoubtedly the key to success. So, please reflect upon how your staff answer the phone, word their emails, tidy their desk, wear their uniforms, respond to feedback and promote success. What does your website say about you – is it up to date, appropriate and on brand? Then communicate with the world. Yes, it’s really that big, once you have a company, everyone can see it – which is exactly what you want!

Our business is to build yours, so please contact us for help.