You’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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