Building a successful brand takes time, so getting it right the first time is important…
Branding is one of the most important factors inﬂuencing an item’s success or failure in today’s marketplace. A brand is the combination of name, words, symbols or design that identiﬁes the product and its company and differentiates it from competition.
Customers experience your brand in numerous ways: products, packaging, price, marketing, sales personnel, etc. Each of these contacts or touchpoints moulds the customer’s impression of the brand. Some of these touchpoints are obvious, like product performance, and one-on-one customer interactions. Other touchpoints, such as the product manual, monthly statements or post-sales support, may be subtler in their brand effects.
Your brand image creates expectations. It defines who you are, how you operate, and how you’re different from your competitors. In essence, your brand image is a promise – a promise that must be kept.
If the brand is a promise you make, then the customer experience is the fulfilment of that promise. The customer experience can’t be left to chance. It should be actively designed and controlled in a manner that enhances your brand image. It must consistently reinforce the brand promise across every customer touchpoint or the value of the brand itself is at risk.
Take a look at some of the exciting brands we’ve created.
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