Seven ways to improve your brand?s performance
4197
Business > Business Branding
Mar 1, 2007
Carolyn R Morgan
Seven ways to improve your brand?s performance
1. Provide an audit of the way you currently communicate to customers. This audit will
examine whether your communications are as successful as you hope they are.
2. Assess how well your brand identity is performing in the marketplace. Competitors,
customers and other influential stakeholders are more likely to tell independent researchers what they wouldn?t dream of telling you.
3. Identify the gaps. This process highlights what must be addressed to improve brand
performance quickly, and what must be tackled over time.
4. Devise a strategy to improve performance. We examine what must be done first, how it can be achieved in the most cost-effective way, and provide a structured plan for completion of the rest.
5. Ensure your brand identity is performing the way it was designed to do. Inconsistencies can creep in like a cancer, often escaping attention until they become expensive problems to fix. We can prepare a custom-made brand book that will ensure everyone in your organisation knows how your brand identity is meant to work and avoid unnecessary complications or
additions.
6. Development a management system for ease of control. The last thing you want is to allow people who don?t understand what is required to maintain the integrity of your brand. An easy-to-understand management system will provide firm guidelines to protect your investment.
7. Provide expert advice on ways to increase profile. It?s easy to be a big fish in a small pond; almost impossible for a small fish in a big pond. There are a myriad of ways to improve profile, as long as you are prepared to invest cold, hard cash to do so. Otherwise, you are captive to the ?do-it-yourself? world of publicity (if you have the time, that is).
A quick way to understand your brand:
Using key images is an easy way to understand the complexities of how your brand works.
For example, one of our clients was about to move offices. They were sick of their
timber-panelled, conservative office fit-out and thought it would be a good idea to go for a modern glass and chrome look instead.
Luckily, we had already developed a series of key images related to their customers, and they were able to see instantly how inappropriate the proposed new look would be.
Key images are a powerful tool that helps you keep your brand on track.
examine whether your communications are as successful as you hope they are.
2. Assess how well your brand identity is performing in the marketplace. Competitors,
customers and other influential stakeholders are more likely to tell independent researchers what they wouldn?t dream of telling you.
3. Identify the gaps. This process highlights what must be addressed to improve brand
performance quickly, and what must be tackled over time.
4. Devise a strategy to improve performance. We examine what must be done first, how it can be achieved in the most cost-effective way, and provide a structured plan for completion of the rest.
5. Ensure your brand identity is performing the way it was designed to do. Inconsistencies can creep in like a cancer, often escaping attention until they become expensive problems to fix. We can prepare a custom-made brand book that will ensure everyone in your organisation knows how your brand identity is meant to work and avoid unnecessary complications or
additions.
6. Development a management system for ease of control. The last thing you want is to allow people who don?t understand what is required to maintain the integrity of your brand. An easy-to-understand management system will provide firm guidelines to protect your investment.
7. Provide expert advice on ways to increase profile. It?s easy to be a big fish in a small pond; almost impossible for a small fish in a big pond. There are a myriad of ways to improve profile, as long as you are prepared to invest cold, hard cash to do so. Otherwise, you are captive to the ?do-it-yourself? world of publicity (if you have the time, that is).
A quick way to understand your brand:
Using key images is an easy way to understand the complexities of how your brand works.
For example, one of our clients was about to move offices. They were sick of their
timber-panelled, conservative office fit-out and thought it would be a good idea to go for a modern glass and chrome look instead.
Luckily, we had already developed a series of key images related to their customers, and they were able to see instantly how inappropriate the proposed new look would be.
Key images are a powerful tool that helps you keep your brand on track.
Article Source: http://www.articlerich.com
Carolyn Morgan is a graphic designer, writer and illustrator who specialises in creating positioning and brand identity strategies for a wide range of businesses. To see examples of Carolyn's work, go to www.carolynmorgan.com.au
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