Your brand is much more than your name, logo and tag line.
In fact, your brand is the entire relationship your customers have with your company and its offerings.
Your company’s success ultimately depends on this relationship. So, you want it to be great.
Doing that means delivering a consistently great experience to your customers. That experience is determined by five essential brand building blocks.
The Five building blocks of your brand
- Your brand promise
- How you communicate your brand promise
- Your ability to deliver on that brand promise
- Your desire to make good on your brand promise
- How consistently you do this
Building your best brand requires a 360˚ approach
Every aspect of your business plays a critical role in building and maintaining your brand – from market positioning, messaging and visual identity to product quality, customer service, distribution channels, operational efficiency, financial strength and corporate culture.
That’s why when you work with BRANDVIVO to build your brand, we’ll tackle not only marketing, but also audit your entire operation to see if you can actually deliver what your marketing promises. That’s what we mean by Brand 360˚.
Without taking this holistic view to crafting your brand, the great customer experience you’re trying to deliver could very well be hindered by critical blind spots – unrecognized gaps in your ability to deliver on your brand promise.
Example: A company promises the moon in its marketing messages. It has a great name, a great logo and a great tagline. But behind the scenes, employees are unhappy, quality assurance is dismal, and customer service is anything but. Every customer that experiences the company once vows never to do it again. Worse, these customers broadcast their awful experiences on social media and tell all of their friends to avoid that company.
It’s a pity that when this company engaged in building its brand, the executive team and their branding agency only considered building blocks 1 and 2 above. Sadly, this is actually where most companies stop, never realizing how critically important blocks 3, 4 and 5 are to building and maintaining a great brand.
As they say, nothing kills a bad product faster than great advertising. That’s the fast track to permanently losing trust.
It’s all About Trust
Trust is the bedrock of every great relationship, and hence, every great brand. That trust is earned and maintained by consistently keeping your brand promise and delivering a great customer experience. It’s why customers will stay loyal to your company and recommend you to others.
To earn and keep customer trust, you must make sure everything in your company’s operation that can affect the customer experience is aligned with your brand’s promise of a great experience. That means carefully examining and optimizing every brand building block and its component parts.
Brand Building Blocks and Their Components
Block 1: Your Brand Promise
What you claim will be the outcome of having a relationship with your company and its offerings. Think of this as “the love you are professing for your customers.”
- Core Values, Vision, Mission
- Value proposition
- Key message statements
- Targeting the right customers and understanding their wants and needs
Block 3: Company – Your ability to deliver on your brand promise
Does your company have the muscle, the smarts and the resources to fulfill your relationship claims to customers?
- Financial stability
- cash reserves
- cash flow
- Systems and processes
- Cost-efficiency and productivity
- Quality assurance
- Issue identification and resolution
- Engineering capability and innovation
- Manufacturing capability
- Distribution capability
- Pricing that is appropriate to the target market and provides acceptable profitability
- Properly skilled human resources
- Business continuity plans and processes – can you continue to support your customers in the event of a business interruption?
Block 5: Performance – How consistently you deliver the goods
Are you living your brand, or saying one thing and doing another?
- Do you have the systems to track rate of success in delivering on your brand promise, and of customer satisfaction?
- Are you able to quickly make changes to fill gaps in your ability to deliver on your brand promise?
- Nobody is perfect. When things go wrong, how quickly and fully do you make things right for the customer?
Block 2: Marketing – How you communicate your Brand Promise
These are the written and visual manifestations of your relationship offering.
- Graphic standards
- Marketing communications
- Point of sale (retail storefront, direct sales, ecommerce, etc.; a.k.a. distribution channels and locations)
- Product packaging
Block 4: Culture – Your Desire to make good on your brand promise
Does your team have the motivation, the drive, the passion and the discipline to make good on your relationship claims?
- Company culture
- Mission, vision, values – all supporting the brand promise of consistently delivering a great experience to customers
- Shared passion for fulfilling the mission, together
- Inspiring everyone to deliver superior a superior offering and outstanding customer service – regardless of functional role – and rewarding this
- Good role modeling – everyone from the chief executive to every staff level models the passion and behaviors that fulfill the mission
- Rewarding innovation and creative thinking at every level that support the mission and brand promise
- Training – helping team members gain the tools, skills, knowledge and experience they need to be successful
- Hiring – people who are capable and willing to deliver the brand promise
- Great working environment
- Pays fairly
- Input is solicited, appreciated and integrated
- Coaching and mentoring
- Team orientation
The Strategic Brand Audit
Gauging where your brand is now, and where you want it to be.
Whether your company is brand new or has been around for years, it is very beneficial to audit your brand at least once a year to verify:
- Your value proposition still resonates, both internally and with your customers
- You’re conveying the right messages, in the right way, to the right customers
- That you’re presenting the right visual identity, in the right way, to the right customers
- Your company and its offerings are still well positioned with respect to the current business environment
- That your company is able and motivated to deliver on your brand promise
The audit will uncover any gaps between your brand promise and all the other brand building blocks, and show you the path to getting them back into alignment. That could mean evolving your brand promise, your marketing, your company, or two or all of the above.
One of BRANDVIVO’s specialties is leading executive teams through a comprehensive, Strategic Brand Audit. To learn more about the process and to schedule a meeting to discuss doing this for your company, please contact us.