Synkd Blog

Brand: deliver on your promise. It’s a matter of trust.

‘Certainty in an uncertain world’: that’s the emotional and functional benefit an effective brand offers to your customers – and by reflection your business. Consumers want to know they’re standing on solid ground with your offering – not only in terms of buying value but that your delivering something they can rely on – something they can trust. Time after time.

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Brand: build a small, super-engaged community around your brand.

The most effective brands today and in the future will focus on building community, not content. While customers still want information, they really want connection and they’re looking for identity. Dig a little deeper and brand is really about giving customers something to believe in, be it purpose or fulfilment, all wrapped up around a community of similar thinking people – hence your tribe. All the more reason to get laser-focused on…

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Brand: it’s your business approach.

Many businesses believe brand is a one-time process and a one-time investment – usually involving a series of meetings, workshops or discussions over a period of time (along with the price tag) with a specialist in marketing who talks in abstractions about experiences, emotions and mission & vision statements where nothing is ever concrete or certain. This is perhaps ironic given that brand and brand strategy provides your customers with certainty in an uncertain world.

There’s also the business that believes brand is…

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Brand: How to build a ‘AAAA’ brand in 4 steps

There are four core building blocks to build a brand of substance, style and significance. Without one of these building blocks or ‘brand pillars’ your brand will collapse in on itself, because the brand will lack the necessary integrity, infrastructure or vital ingredients. These include the vision, values & belief, the framework, support, energy, human element and natural momentum to grow with your intended ‘tribe’. Remember, no one person builds a brand…

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Brand: it’s the heart of your business strategy.

There’s a common misconception in business – a misguided perception among many business owners and executives that business strategy is strategic, and brand strategy is a marketing tool – i.e. not a strategic asset. Be warned – this oversight could seriously impair your outlook, undermine your businesses’ bottom line as well as severely hamper your potential business growth.

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Brand: it’s your strategy, ‘beyond the superficial’.

Your brand is far more than just a logo, a name, a tagline or even a clever slogan. There needs to Be more substance to your brand in today’s world than just the superficial. All style and no substance no longer makes for an effective brand. And your customers know it.

Engaging with a graphic designer or hiring a creative agency to design your logo, or appointing a marketing consultant to develop a tagline or slogan will only get you so far when it comes to business growth. Successful businesses that are serious about growth…

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Brand: its reflected in your communication tools.

Every business – large or small – has a brand whether they deny it or not. You might not have a strong or established brand but that doesn’t mean you don’t have one. Your customers still have an idea or think ‘something’ of your business. If your business has no strong associations or identity then that is your brand. Elevating and expressing your brand through your communication tools is one way to distinguish and attract customers to your business for business growth.

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Brand: it’s your call to action.

Building a brand is the most effective way of elevating your business beyond ‘commodity status’ – that’s to say – ensuring your business does not compete on price alone with your competitors. In this unfortunate scenario there’s never, ever a winner, not even the consumer, who in extreme cases ends up with either (at best) a long-term depressed local economy with little choice or variety, or at worst insolvency of large parts of the local economy and a heavy social cost as a result. Brand therefore becomes the ‘smart choice‘ for any business with the intention of growing or securing a position in the market, because it…

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Brand: What’s the ‘right’ message to send for your business?

My last blog focused on the benefits of investing in effective graphic design to leave a ‘good’ first impression for your brand (it sets the tone for the rest of the business relationship). If ‘perception is everything’ in brand and in business, then it’s in your businesses best interests to… build a positive and effective identity, find your voice and…

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Brand: ‘Good’ design leaves a good impression.

First impressions count in business. But what message or impression are you currently sending to the market about your respective business through your communication tools, marketing campaigns, messages and channels? And is it the ‘right’ message for your business?

Second impressions count too of course, but they tend to be more expensive, require more time, more resources, and much more effort to redeem the initial missed opportunity.

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