select a category
Branding - too expensive?
Tuesday, 12th February 2008. Posted by phil in Brand, Brand strategy, Culture, Planning, Strategy, Values, Vision | Permalink | No Comments »
Branding is often thought of as an expensive exercise, but it doesn't have to be! True, creating a new corporate identity and all the printed material changes that accompany such an exercise probably will be expensive. But brand is not just about the visual elements. Creating your own vision, defining your company values, and enshrining company principles can incur only a cost in time spent. Implementing a positive change to organisational culture can be inexpensive too. These basic elements of a holistic approach to brand strategy will begin to express the differences of your company from your competitors far more efficiently than simply changing your logo.
Brand profitability is not built on a good marketing strategy – brand profit is based on brand reputation. Perceptions and experiences of your brand over-rule any amount of corporate identity. A great brand identity can easily be tarnished by negative customer experiences, but gain positive experiences by your customers each and every time they interact with the brand, at all levels, then your visual identity can be mediocre and still achieve profitable results!
You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response or trackback from your own site.