Building a brand that people fall in love with

Building a brand that people fall in love with

Building a brand that people fall in love with

Brand Love

As a business owner, do you wonder how you can make consumers fall in love with your products and then retain their loyalty?

The answer is by spreading a bit of love … through your brand!

Over the years we’ve seen brands excel in this area – Apple, Disney, Lego. By building a strong and consistent brand, they’ve built strong relationships with their consumers. In turn, consumers have invested in the brand and that is how they have continued to dominate their markets.

Whilst you may not aspire to be a global giant like Disney, your brand is as equally important to your business, and here’s why.

Research has shown that people emotionally connect with brands on a level that is almost equal to their relationships with their nearest and dearest. Think of those hardcore Apple fans who are prepared to camp outside a store hours before the latest iPhone goes on sale. A few years ago, I even dared to surprise my son with something other than the latest Lego set for his 11th birthday – it was hardly removed from the wrapping paper!

So what makes someone fall in love with a brand? Here are a few thoughts on the matter.

 

1. Build trust

Trust and crediblity have always been the path to true love, even if it takes a little time to get there.

Consumers are overwhelmed with slick advertising images and catchy sales messages – a quick fix marketing strategy for companies whose sales may have taken a hit, but most people desire a more emotional connection from the brands they support. Companies who are able to genuinely connect with their community will have a strategic advantage over those who don’t.

So remember, before your next campaign, consider your motives to see if it’s a genuine move to build trust in your brand or a desperate tactic to compete with the latest show in town. A reputation takes years to build, but a moment to ruin.

 

2. Exceed expectations

It doesn’t take a genius to work out that brands who outperform, over-deliver and anticipate what their customers need, will stay ahead of the competition.

But what about surprising your audience – going from what they need, to what they really deisre. The idea of going above and beyond is always going to separate the premium from the good.

Businesses that operate purely for profit will never care for their customers in the same way as brand who places greater emphasis on providing a good service or a positive experience. These same profit-driven brands will never make the ‘love level’ and will soon lose customer loyalty when a better or cheaper option comes onto the market.

To retain your customers, exceed their expectations and love them first. It’s surprising how far a little love can go.

 

3. Set trends

In todays consumer society, people no longer buy something just because they need it, they buy because they want it and because it stands for something.

As a result, the coolest brands are also the ones that are more successful.

One of our greatest human desires is to be accepted and part of something special and brands that help us to do this will be ones that we come to love.

 

4. Touching your audience

Whilst your brand is the face of your business, a brand touchpoint is the way your brand directly interacts with your audience. Whether that’s that’s through your website, your social media presence or simply through a contract document, your brand should always be present.

Formulating an effective brand strategy will determine the right touchpoints that increase awareness of your business and gain trust in your products. Once you’ve identified these, they can be used to communicate powerful messages that embrace all of the positive things about your brand, nuturing consumer relationships.

It’s no longer enough for people to like your brand – they need to love it! Customer loyalty is worth much more than a single purchase so taking time to build a brand that people love is something every business owner should be focused on.

Contact us if you would like to chat about building your brand.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

I know I have a great product so why am I not seeing business growth?

I know I have a great product so why am I not seeing business growth?

I know I have a great product so why am I not seeing business growth?

Brand Love

Manufacturing and product-based companies are worth almost two hundred billion pounds to the UK economy, occupying just under two percent of the global market. Unsurprisingly, it’s a highly competitive sector and is why so many manufacturers can simply get lost in the marketplace.

Your product may be great, innovative, or of exceptional quality, but your business can still end up getting sidelined and forgotten. So, in a cramped market, how can a manufacturer differentiate itself from its rivals?

The answer is a comprehensive brand strategy.

About half of manufacturers view a brand strategy as an extra cost, and one that doesn’t apply to them or their specific audience. Only around 7% have “strong and differentiating brand value propositions” where their offerings are both coveted and also able to command a premium. Recent research found that overseas consumers were prepared to pay as much as 22% extra for quality British brands: think about companies like Dyson, Mulberry and Aston Martin.

Whilst price point and product quality are important factors to customers, there are deeper issues and questions that all manufacturers should be asking themselves:

– What is it that makes my product distinctive?

– Am I still trying to sell to everyone or have you found your niche market?

– Is my brand the first that comes to mind?

– How effectively am I telling my audience about it?

By successfully addressing these questions you can start to build trust with your customers. Humans are creatures of habit, and will always return to brands they know and trust – they value the consistency, quality and assurance that the brand provides.

When your brand becomes special it also becomes more powerful. People will want to invest in the best, especially when you’re providing a quality product in a specific market. Cost drops away from being the most important consideration. It is an enviable position to be in when you can set the price of your goods.

Connecting with sales teams and retailers is notoriously difficult, but with a recognisable and confident brand the pitch process will be significantly easier – if the client understands the brand with little or no explanation they are more likely to invest. With your brand in demand you can leverage your influence on distributors and retailers, ensuring prime positions where customers and end users can easily find your products.

 

What do you need to do to create a distinctive brand?

It starts with asking yourself some occasionally difficult questions, and answering honestly. You may have invested in all other aspects of your business, but have you fully considered your brand image? Does your offering deliver to a targeted audience? Does your brand generate trust with your customers?

If you’ve answered ‘no’ to any of the questions above then it could be time to take action and talk about your brand strategy – one that works for your company in the long term and successfully elevates your products above the noise.

 

Contact us if you would like to chat about creating a distinctive brand.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

A brand review – what is it and why you might need one

A brand review – what is it and why you might need one

A brand review – what is it and why you might need one

Brand Review

Your brand isn’t just your logo – it’s the entire identity of your business. And if you’re not seeing the growth that you think you should, it could be that your business is struggling with a mistaken identity. That’s why it’s vital to regulary review your brand and ask yourself a few honest questions such as:

– Does your brand truly capture who you are?

– Is what you’re saying about yourself line up with what your customers are saying about you?

– Can your target market easily recognise your brand and identify with its values?

– Does your brand set your business apart enough from your competitors?

If you don’t know, or you’re not sure about any of these questions – then your identity could be having a severe impact on your business.

 

What is a Brand Review?

A Brand Review is an exploratory study that aims to understand your current brand’s effectiveness, evaluating your brand and combining a range of objective observations, factual data and marketing analysis to see how your brand aligns to its stated goals. It applies this data to the wider landscape, checking how the performance positions your business within the market.

A Brand Review will determine where you need to invest in your brand, and how much to invest. The goal is to save your company valuable time and unnecessary spending in the long term by making the changes you should make clear, right now.

 

The Brand Review process

A branding agency should cover these 4 keys areas in a Brand Review.

1. Consultation
The process starts by gathering information from a client about the current state of their business and establishing immediate and long-term goals. Using evidence from any existing marketing plans the agency identifies the mission, USP and positioning of the company. In doing this, they can compare the objectives of the business against the motives, likes and dislikes of the target market, thereby identifying the challenges the consumer faces and what your brand can promise them.

2. Evaluate the competition
In most cases, your business won’t be the only show in town. You may believe it offers the best in service, but the competition will believe they do too. A Brand Review looks at competitors and weighs up the potential implications of their branding and marketing – and, crucially, the impact that has on the client’s business.

3. Assess the effectiveness of the marketing assets
The agency will collect and critique everything from a company’s logo, business stationery, brochures and sales sheets to its online presence such as websites, email marketing campaigns, digital newsletters, social media profiles and content marketing strategies and ask:

– Is there consistency across all media?

– Do they answer to the brand values?

– How effectively does each piece target the core customer?

4. Identify opportunities for growth
Investing in a brand is about positioning the business in the best possible place, where the target audience can clearly see it and understand what benefits it can offer them. Overall, a Brand Review is designed to highlight the challenges a business is facing and provide its owners with potential areas for improvement – whether it’s making strategic adjustments to an existing brand to enhance its performance, or taking the opportunity to refresh the branding completely.

5. Define a direction for change
Change can be hard for any business owner, but sometimes the world shifts and forces a company to evolve with it. With a Brand Review, creative minds with decades of industry insight and design nouse can analyse your current brand offer and define not just where it sits right now, but where it could sit in the future – saving you time, money and effort in the long run.

 

Contact us if you would like to undertake a Brand Review.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

Brand consultants – what are they and what can they do for you?

Brand consultants – what are they and what can they do for you?

Brand consultants – what are they and what can they do for you?

Brand Consultants

Your brand is everything your company stands for – so wouldn’t you want to trust the right people to take care of it? But with so many creative agency choices from branding consultants, brand designers, graphic designers – what’s the difference between them, and which services should you go to or which?

 

Let’s start with branding – what is it really?

Branding can be anything to do with your business: from the basics like its name, logo, colour scheme and service offering, to the ever-evolving marketing activities like its website, digital media presence, print advertising in magazines and leaflets, email marketing campaigns, event presence and much more. Your brand isn’t just the look and feel of your company, but also its unquantifiable uniqueness – that ‘x-factor’ that makes you competitive and secures longevity in the marketplace.

 

What is a brand consultancy?

A brand consultancy is an agency that creates and develops brands, working with business owners to translate the concept of the company into a marketable proposition. Brand consultants are experts in figuring out how to make your brand valuable to customers and shareholders in a sustainable way: this could be as simple as designing a marketing campaign to increase brand awareness, or as complex as redesigning the entire brand identity and structure to appeal to new markets and keep trade alive.

 

Who works in a brand consultancy?

Branding agencies employ staff of many disciplines, helping to translate business goals into tangible creative applications. A consultancy might be started by experienced graphic designers who’ve worked on high-profile projects and overseen rebrands for household names. On their team will be other designers, copywriters, strategists, developers and marketers from many backgrounds: some will have led startups to their first instances of success, whilst others may come from in-house teams at large organisations where they’ve followed the entire journey of the branding process from a client’s perspective. This mix of skills and experiences is essential for brand consultancies to service clients of different sizes and sectors.

 

Why should businesses work with brand consultants?

As a business owner, you naturally want the best for your company. Doing things on your own can seem like the right idea, and even make sense for many startups in the interest of keeping costs to a minimum – but, at some stage, all businesses need to evolve into a brand in order to secure more investment, more custom, and generate healthier profits. Even the most seasoned companies can lack a recognisable brand that allows them to effectively compete – a risk that’s particularly important in today’s marketplace, where savvy startups and disruptor companies are eager to steal market share from established firms, often wielding strong brand propositions engineered to catch the attention of their target clients.

This potential threat is crucially relevant for any business, in any sector. Consumer-facing high-street names are famous for their strong brands and well-publicised rebrands, but a small manufacturing company with two or three loyal clients – although considered a world away from the high street – needs a strong brand for the very same reasons: to secure sustainable business and prosper, especially in unexpectedly challenging market conditions like the Covid-19 pandemic.

Whatever stage you find yourself, it’s never too late to consider what your brand says about your business – and how, with help, you can do more with your company.

 

Contact us if you would like to see more of what we do.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

Why an authentic brand story will see your products sell themselves

Why an authentic brand story will see your products sell themselves

Why an authentic brand story will see your products sell themselves

Brand Story

Consumers often believe that every brand is governed by a single ulterior motive – to sell something, right?

Well maybe not!

When a brand can convincingly argue that profits are just a by-product of a greater purpose, its raison d’etre becomes one of authenticity, elevating it above the competition and, in turn, making it more appealing to consumers.

In the past, businesses could claim virtually anything without fear of being disproved. However, the age of the savvy consumer has forced companies to reconsider their approach and social media has made it much easier to hold companies to account when their products aren’t up to scratch, the service is shoddy or the company exhibits a lack of principles.

In fact, consumers demand that businesses represent something more than just the bottom line! Research has shown that they are more likely to spend money with an authentic brand than with a dishonest one.

But what is brand authenticity?

It can best be described as a set of moral values such as honesty, integrity, consistency and transparency. Some of the most authentic brands hold these values at the core of their business and are never compromised, such as Apple and beautiful design, or Nike and the pursuit of performance. Customers value their integrity and their consistency.

Branding and brand authenticity is no longer a choice for companies who just want to get ahead of the competition. In a Cohn & Wolfe survey to reveal the 100 most authentic brands, it found that 9 out of 10 consumers are willing to take action to reward a brand for its authenticity – 49% pledging loyalty to the brand and 52% recommending it to others, demonstrating how an authentic brand effectively drives customers to its products and services.

If you need to check the authenticity of your brand, a thorough and expert review of it is essential to effectively measure its performance and potential. You don’t need to be perfect to thrive in the marketplace – you just need to be honest. Striving for authenticity may always be an ongoing task, but there’s no better time than now for your brand to get real.

Contact us for a chat so we can arrange a review of your brand.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

Do you have a logo, or do you have a brand?

Do you have a logo, or do you have a brand?

Do you have a logo, or do you have a brand?

Do you have a logo or a brand

In our second video, Dora talks about the difference between a logo and a brand. For a more in-depth look at this, you can read her full blog post here.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!