Building strength in a brand over time is not an easy process. Continuously changing and evolving companies can often lose the brand personality. Regular checks and a corporate-backed brand strategy can help keep a brand on track.

Typically, a branding strategy or campaign consists of three general elements: Identity, Implementation and Management. It takes commitment, discipline, focus and courage to build a strong brand that people will care about and support (everything done should be considered within the broader context of brand strategy). A strong brands acts like a magnet to prospective employees, shareholders and customers.

Understanding the brand:

The brand:
There are many ways to define a brand, some define it as a position in a target market; price, quality, uniqueness, reputation… Some define it as a perception that exists in the minds of the customer, prospect or stakeholder. No matter how it’s defined, a brand is either built, ignored or neglected by the companies that the brand stands for. The amount of respect dedicated to the brand is the difference between a successful brand and one that fails. Everything a company does, the way they do it, and, in many cases, what a company doesn’t do, acts to reinforce or undermine the unique position in a customer’s mind.

Brand identity:
A brand identity is the visual expression of the brand. It includes logos, graphic elements, colours and look and feel that reflect the personality & tone of the brand. An identity should be long lasting, memorable and a timeless reminder of what a company stands for and delivers.

Brand strategy:
A brand strategy answers an essential and basic question. “How do I make a positive impression in the minds of everyone who touches the brand?” Through positive branding techniques including delivery of the message through integrated marketing and communications tactics, collateral development and implementation, a prospect will become aware, interested and invested in a brand. This investment will eventually lead to brand loyalty and buy-in. Most successful brand strategies are ones, that include everyone from employees & vendors, right on through to shareholders, prospects & customers.

Basic brand strength measurement variables:

* Messaging
* Brand distinctiveness
* Brand tone
* Brand consistency
* Brand awareness
* Brand reputation
* Brand loyalty
* Brand preference

General characteristics of a strong brand:

* Messaging and identity is consistent, clear, engaging, unique and resonates with all stakeholders
* Messaging reflects the company’s positioning strategy and is aligned with the brand’s core values
* Brand strength is built through communications tactics and collateral
* Brand image is being reinforced internally and externally
* Strong internal communications, everyone knows the mission and values statement
* Company consistently delivers what is promised
* Comprehensive graphic standard is respected and followed

General characteristics of a weak brand:

* General helplessness as company adapts to changes in the market, restructuring, leadership & strategies
* Inconsistent identity and messaging has undermined the unique position to the brand in the minds of stakeholders
* Mergers and acquisitions have over complicated the brand architecture
* Messaging doesn’t make sense any more and may be confusing stakeholders – position, mission, value
* Vision of the future is not clear
* Competing on price
* No internal pride or understanding
* Lack of stakeholder energy – have become cynical
* Lack of self worth and acceptance of failure
* Difficulty retaining best personnel
* Growth without a plan (fill a sort term market demand)

Re-branding:
There are many reasons why a company may choose to re-brand: confused investors, tarnished reputation, merger of equals, need to renew interest… No matter what the reason, probably one of the most significant outcomes of a re-branding process is the clarity and focus that it generates to the leadership team, management and personnel. It has a rejuvenating effect on the entire company – a renewed sense of purpose and puts some measurable reality to the current situation.

For more information or discussion on brand assessment, please add your comments,
or contact us directly.

Ted Hutchins, Managing Partner, Creative Director
Canada: 613.482.9623