3rd December 2014
give your new brand life
In order to bring a brand to life, every interaction must be engaging, relevant, authentic and consistent:
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.
A good brand is relevant to the target market. It conveys compelling messages that resonate with the right people in a meaningful way.
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.
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.
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.