Brand Proposition – the Proof is in the Pudding

brand identity agency MelbourneYou’ve Got To Live Your Brand
When it comes to building your businesses brand the one thing you must be obsessive about is Authenticity. It doesn’t matter whether you’re a one man operation working from the spare room, of the MD of a multinational organization, if your brand is not living up to your promise, you’ve got a problem. There’s nothing that erodes a brand relationship faster than making a brand promise and not delivering.

At Truly Deeply we recommend our clients carry out a Brand Reality Check once a year. With Christmas approaching fast, we suggest there’s no better way for your brand to start the new year than with a clean bill of health.

In simple terms, a Brand Reality Check is an audit of every brand touch point. Make a list of every point at which your brand comes into contact with your customers and clients, employees and other stakeholders. This list should cover every aspect of your brand identity as well as your broader brand experience. For each touchpoint, rate how well you’re delivering on your brand promise.

Rank the list into three categories; Critical Brand Drivers, Important Brand Delivery, and Basic Brand Deliverables (Note, some of your most critical brand drivers in themselves may not be differentiators, but they can still be critical. In the airline market, safety and maintenance is not a brand differentiators – they are table stakes – but still critical to every airline brand’s success). All brand expressions are not of equal value to the brand. For any Critical Brand Driver that rates below an 8/10, you should be developing a strategy to lift the brand experience. The same goes for the Important Brand Delivery Touchpoints that rate less than a 7/10 and the Basic Brand Deliverables that rate less than a 6/10.

Remember your brand is a promise to your customers and to your employees – the question is, are you keeping your brand promises?

Dave Ansett, Brandamentalist
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Designer of Authentic Brand Promises

10 Comments

  1. For businesses large and small, i think this is a great idea to do a Brand Reality Check once a year. It re-aligns your brand focus and goals for your clients and customers. Brand promises deliveries must be kept healthy and re-energised for people come and go, but brands are forever.

  2. You’re right Tim. Brand is the sum-total of a thousand (and more) tiny gestures delivered every day. It’s frightening how many businesses don’t track and manage those thousand tiny gestures. Makes me wonder whether they have any idea what their brand is communicating to their market.

  3. I agreed David. Brands should take a little time out, step back and have a look at how their brand is communicating with their audience. Sometime however, if you are too close to it you never see. I wonder if the above photo is a case of that?

  4. Ron, I think that’s exactly what the pic represents. It’s often a matter of being to close to your brand and it’s visual identity, but also a matter of being to busy working on product or service delivery to consider brand experience delivery.

  5. Thanks Domma, You’re right, it seems like a lot to keep track of, but when we talk about brand communications we are collectively referring to all the brand promises made through all of your brand gestures ate each and every brand touch point. That’s why we think it’s a good idea to create a hierarchy. The 80/20 rule will almost certainly play out – and if all brand expressions are not of equal value, businesses can start by focusing on the high value opportunities.

  6. I love the idea of a Brand Reality Check. So many businesses, whether small or large, would benefit greatly by taking the time to re-evaluate their brand gestures, customer brand touch points and overall brand communication – to really make their brand sing!

  7. Thanks Rachel, We work with so many businesses who invest so much energy doing the things they’ve always done without stopping to ascertain whether there are higher value things they could be doing such as building a differentiated brand.

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