How important is your brand?

All these years working on branding and marketing, the word ‘brand’ is the most commonly misunderstood. While getting your logo and name right is no doubt an important exercise, your brand is much more than just that. In fact, in the future when you come to sell your business – it is your company’s brand where most of the value is extracted.



Developing a clear, well thought out brand strategy will grow your business. So, what is a brand strategy? It is the process of developing clarity of who you are and the perception you want to create amongst your target customers. It encompasses all aspects of the company – products, capabilities, culture, history, client experiences etc. It is about differentiation and making sure you stand out from the competition. This helps your target clients make better buying decisions about why they should choose your company’s product or service above a competitor’s.

A brand is the cumulation of all the touch points and the perception that is created in your customer’s head. Marketing is the activity that builds your brand’s visibility – it needs to be consistent otherwise people won’t get it.  So, it is important from the outset that you are clear -before you start on any marketing activity- about what your brand stands for and what you are trying to communicate.

How to get clear about what your brand stands for? We work with our clients to build a strong brand platform around differentiation, so that there is consistency in communication and your business stands out in the market.

It is worthwhile to spend time thinking about the factors that differentiate your company.

When it comes to differentiation three principles apply:

  • Is it real? – Your point of difference must be something you can deliver on
  • Is it relevant? – There's no point in promoting a difference that your customer doesn’t value
  • Can it be substantiated? – Provide examples of it in action, otherwise it only exists in your head

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