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Brand is one of those words that has become ubiquitous in the marketing and advertising world, but what does it actually mean? In particular, what does it mean to enterprises that don’t operate in the fast moving world of consumer goods, where most people’s awareness of brand starts?

There is a commonly held misconception that anorganisation’s identity is its brand. We meet companies who say things like: ‘We need to update our brand.”, when what they actually mean is they want a new brand identity or possibly just a logo. Brand identity is a component of the brand, but brand goes much deeper.

Brand is more than just a logo!

When you think about it there are lots of examples of brands that don’t even have a logo, like David Beckham, or Jamie Oliver. For David and Jamie it is about who they are, what they do and how they do it. Their demeanor, their behavior, their personalities, what they believe in, what makes them stand out. These are the attributes that determine whether people wish to engage with them or not. And it’s the same for companies, whoever they are and whatever sector they are in.

• The brand defines the relationship that customers have with organisations
• It is a promise made to customers and other stakeholders in the business.
• It is shaped by behavior and customer experience.
• It is the functional and emotional response that those who come into contact with the business have.

A strong brand creates value and influence.

Why is Brand important?
A Brand must deliver a specific set of features, benefits and service or product, consistently to the buyer –
This is the Brand promise.
For customers – The Brand gives them the ability to differentiate in a cluttered market making it simpler for consumers to choose.
For businesses – The Brand presents the differential. It has been proven that customers are prepared to pay a substantial price premium for, and remain loyal to,
a strong brand.

Whhe Barber Jackson Brand Spotlight?

We research and evaluate the brand’s characteristics under two overlapping headings – external market factors and the brand’s DNA.

Barber Jackson’s Brand Spotlight is a process designed to uncover the essence of your brand’s meaning. We call it a Brand Spotlight because it sheds light on the key elements that contribute to a brand’s characteristics.

These can be divided into two overlapping beams that contain the core of the brand’s essence.

External Market – target audience
• competitive environment
• customer insights

Brand DNA – Values
• Personality
• Benefits
• Reasons to believe
• Differentiators
• Essence

Brand Spotlight asks fundamental questions about your business and the answers it reveals can help to define strategy. Not just brand strategy, but overall business strategy. Ultimately it can help you understand where you are, where you want to go and how you’re going to get there.