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The following diagram is a typical chain of brand building touch-points. Failure to perform well at each touch-point destroys credibility and weakens brand equity.
This type of diagram is an invaluable but supremely simple brand management tool. Why not develop one for your business? It will allow you to successfully pinpoint branding problem areas easily and quickly.
Most
of my clients tend to be successful business owners of small to
medium-sized enterprises. They are hungry for new ideas to differentiate
their brands more effectively in order to compete against the
stiff competition of today's market.
I also
work with managers and executives employed in the corporate communication
departments of Government departments, public companies, and large
private businesses (for example mining companies, manufacturers,
not-for-profit organisations and retailers).
Regardless of business size or category, they are invariably looking for new ideas to successfully improve brand performance and use the following principals to identify the clients who will have the most positive impact on future growth and profitability. They then spend aggressively to attract them.
- Realise that not all clients are created equal. First, segment existing clients to find those that are the most profitable. Second, encourage these people to refer you to friends and business acquaintances of your brand that are of a similar mindset. Third, identify a new client segment that has the potential to be high-profit and develop an appropriate marketing strategy to tempt them.
- Your brand can't be all things to all
people. Concentrate your efforts on delivering what the most
important people value most. The rest will fall into place.
- Don't try to do everything at once. Make
a list of brand attributes important clients value most, prioritise
them and then concentrate on those that will get good results
quickly.
- Don't rest on your laurels. Things change.
What worked yesterday for your brand may not be as successful
today.
Keep a constant check on progress and be prepared to keep offers in line with client expectations.
- Your sales and marketing team
know the business back to front, but they seem to have hit
a brick wall. They know
something’s
wrong with the brand but can’t successfully put their finger on it.
This is slowing the business down and causing missed
opportunities.
You’re
determined to find a better way.
- Your search for continual
improvement has been successful and rewarding, but good
ideas are becoming harder and harder
to
find. Your people
are anxious to move forward and suggest the brand could
do with a makeover. You are happy to engage an expert,
as you
know how
valuable an outside view can be.
- Your business has no
trouble attracting the best people.
Each person brings a
wealth of new ideas and you want to
take advantage
of their input without losing focus. Your brand may
need to change direction, but you realise its future success depends on it.
If you have the will to succeed, you need to speak with our creative experts on what to do next.
- They are open to change and
realise that, if they want something different, they must
be prepared to try
something
new.
- They are action-oriented and committed to
getting things done.
- They are good communicators who place
a high value on personal relationships.
- They
are visionary and are not driven by fashionable trends.
- They
realise risk is inevitable and are prepared to experiment in order to achieve exceptional results.
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