A brand touches every part of the organisation and cannot be defined by: a product or service; a logo or graphical identity; an advertising campaign; a symbol; a spokesperson or a name.
Ultimately the brand is the intellectual and experiential substance behind the value you create in your customer, staff and stakeholders mind. This is far more than just creating a brand perception. It is about ensuring the delivery on the perception so that brand perception and brand reality become the same thing.
How do we go about developing an effective brand strategy that is designed to drive organisational growth? Here a simple five step process as a guideline:
1. Redefine organisation strategy to include the principle that your brand is everything and drive brand from the top of the organisation.
2. Understand clearly who you are, and who you are not, as an organisation.
3. Understand your target market clearly:
- Understand how their purchases are broken down between the pre-purchase, purchase and post-purchase stages.
- Understand what their specific needs and motives are during the different stages, as they will be very different during each stage
- Understand how your organisation impacts on each stage
4. Identify and engage with your brand culture as this will drive your staff’s behaviour and result in a positive brand experience.
5. Understand how to measure the above in terms of brand strength and the strategy pillars, so you know how to adjust your organisation in a meaningful way.