‘People don’t buy what you do, they buy the difference you make to their life ‘ Simon Sinek

The concept of a brand extends far beyond just a logo and a strap line, which are simply elements of a brand’s identity. In order to bring a brand to life it needs a personality, which interacts with individuals in numerous ways and is enriched cumulatively over time. A successful brand is brought to life across every possible touch point. The experience customers have walking through your doors should reflect the experience they have when they visit your website, communicate with your employees, read your literature and interact with you on social media. Employees need to understand and enhance the brand experience through their daily interactions. Your customers, as a result, will be able to accurately explain your core brand values in their own words.

In order to bring a brand to life, every interaction must be engaging, relevant, authentic and consistent:

1. Engaging

We live in a fast paced world, with people exposed to c.5000 marketing messages every day. A successful brand engages with people, it gets their attention and holds their interest. It engages in a way that stands out rather than blending in, and is a welcome addition to their lives instead of an intrusion.

2. Relevant

A good brand is relevant to the target market. It conveys compelling messages that resonate with the right people in a meaningful way.

3. Authentic

A brand needs to deliver on its promises. A brand should never pretend to be something it’s not as the trust of the audience will be lost. By creating a strong mission statement, employees are given the opportunity to engage with the brand’s goals and personality and therefore remain truthful to the brand.

4. Consistent

Consistency makes a focused impression and reinforces the principles of the brand. It signals professionalism and attention to detail, and prevents the brand from becoming diluted and confused.

5. Sustainable

In order to be a success a brand must stand the test of time. For a brand to have longevity it must be created with care and consideration, with rich relationships that endure.

Overall, Brand is a projection of the experience and opinion your customers have of you. This opinion cannot be forced, however it can be influenced, and by keeping to the guidelines above, I believe that a sustainable and successful brand can be delivered.

Natasha Peachy is a Silver key ace Account Manager and ‘tour de force’, experienced in bringing brands to market and growing market share for some of the worlds most exciting businesses.