We know when they go right and we definitely know when they go wrong. A strong
brand identity aids the growth of an organisation that can deliver on its
promise - but can be a millstone when the business loses our trust. How do
entrepreneurs build clear, effective brands that inspire loyalty?
Mark Rae, business development director, Brandhouse: Brands must be
emotionally engaging. Emotionally driven marketing is significantly more
successful and profitable than rationally driven marketing. We’re drawn to
stories and feelings more than scientific and financial arguments. So
companies must bring their brand stories to life. Apple is an exciting brand
at the forefront of design and technology and people like to identify with
that – having Apple products says something about them, so it’s emotionally
rewarding.
Rune Gustafson, CEO, Interbrand London: Strong brands are created
inside organisations and built out from that. You must make the brand the
centre of the business as an ongoing principle – it informs how you recruit,
sell, manufacture. Get the internal team informed and educated about the
brand.
Graham Lancaster, chairman, Euro RSCG Biss Lancaster, PR agency:
People have to understand the impact that the internet has on brands. In
fields such as finance, health, fashion and entertainment, people
traditionally relied on the opinion of experts to help them make choices.
Now the opinion of their peers on message boards, blogs and online product
reviews are hugely powerful. Our research shows that in the UK, 25% of
people change their mind about a product or service they intended to buy due
to information gained on the internet. What organisations say in their
advertising can’t be too far ahead of consumers’ experience of a brand. If
it is, the brand will be damaged.
Mark Tungate, author of books on branding: Consistency lies at the
core of brand success. We adopt brands only if we trust them fully. Every
contact with the brand must be on-message. Everything must be true to the
identity of the brand, from the look and feel of the product or service to
the environment in which it’s sold, and the service we’re given when we deal
with the organisation to the way it’s promoted. Often, great brands are
overseen by a small number of people. They’re micromanaged so there’s less
chance of losing this consistency. When Tom Ford revived Gucci, he was
responsible for the total presentation of the brand so it was consistent at
all levels.
Bill Bachle, chairman, Luxury Marketing Council, Europe: With global
financial unrest, only brands with strong values and identities will stand
out and survive. Even so, it’s a time of opportunity for aggressive new
players to build brands and maintain or gain market shares. But they’ll need
to be creative and drive their brands into the market in new ways. They can
use “push” strategies like events and sponsorships, for example, as opposed
to older “pull” strategies like advertising.
