Brand Refresher

What is your brand saying about your company?

Think about it.

Virgin is sexy.  Apple is super sexy. And – as a result of that sexiness they have a tribe of followers who are just itching to buy from them, itching to connect with their brand.

Having an irresistible brand will increase your conversion rates, increase repeat business and increase word of mouth (dramatically).

And the great thing is that you don’t need a multi-million dollar marketing budget to create a super sexy brand.

Here is a process that we go through to help you create a SEXY brand.

1. Brand Audit

This identifies where you are now. What kind of experience is your customer having at each of the touch points within your business? List down each touch point. Write down what happens at each touch point and rate from 1 to 10, the level of “wow” that the customer experiences at each point.

2. Know your customer.

Who are they? Where do they live? What is their life like now?  What are their values and needs? What drives them to do what they do? What problem/need does your product or service help them fulfil.

3. Understand Your Competition

Before you formulate your brand, it’s important to know what the competitions is doing and more specifically how you compare with them in price, quality, service, flexibility, range, capacity and customer service.

4. Articulate Your Brand Essence.

This is the heart and soul of your business. What value proposition do you offer to your customers? What value proposition do you offer to customers? What’s your Unique Selling Proposition?

5. Create a Business Intention Statement

… that talks about what your inspiration was for starting or buying the business in the first place and what’s the benefit in that to customers.

6. Create a Business Vision

… that showcases what your big picture is for your business. More specifically, where you want your business to go, how large you want it to become, how many people you want involved with it and what the scope of the business is going to be.

7. Business Mission.

This is more of the how.  It’s how you realise your vision. This is what your people focus on day in day out. They use it as a checking mechanism to ensure their activities and decisions are in line with the bigger picture.

8. Identify your Brand Personality

As with humans, companies have personalities and with that, certain personality traits. These traits are derived from your brand values, brand aspirations, beliefs and characteristics. It doesn’t matter what your brand personality is. What does matter is that the personality appeals to your target audience.

9. Define your Brand Identity

This is the final piece of the puzzle that renders all the elements of your brand into a sensory experience for your customers. More specifically, a sensory experience that communicates your brand personality, your intention, your brand essence.  It includes your:

• logo
• office layout and decor
• the way in which you answer the phone
• and everything a customer sees, feels, hears, touches, tastes and smells at every touch point in your business.