organisation off ers. Familiarity with a brand and the assets that surround it, will off er engagement and a feeling of comfort through clarity. It’s why we are all drawn to certain brands from sectors such as fashion, technology and automotive. Advocates are built on customer experience, innovation, intuitive products etc. We’re loyal to these brands because of past experience, trust, respect and peace of mind. Other attributes of a brand include an ‘expression’


– these are all the things that creatively wrap around the brand name and logo marque. It expresses what a business stands for, communicated through the way it looks, acts, feels and echoes the things that are important, including the true business values. Expressions have a large part to play in the perception of a business, aiding trust and, in turn, will attract and retain the best talent, engage an audience, entice a healthy business culture and increase respect for a business and its profi le. Building an expression will reward with loyalty


through a human and honest approach and will evoke a consistent marketing mix through a variety of channels including social media, content, website, events, video, digital marketing, blogs, employee brand, etc. All of these enablers should have one thing in common - consistency. Businesses come in all shapes and sizes and may have growing pains, restructures or a change


in strategy, so I believe in a fl exible and scalable branding process. Whatever shape and size, getting to grips with a business’s ‘Why’ is more important than the ‘How’ and ‘What’. Once a shared purpose has been established, the next step is to carve out guiding principles of a brand and marketing strategy to support the beliefs and overarching business strategy. Team capacity, time and budget all need careful consideration before any planning. In my experience, keeping a brand and marketing clear and


consistent will also simplify the process and streamline any time spent on development and any implementation. It’s vital to record and capture feedback and data for constant measurement of success and failure. This approach is progressive and will provide constant flexibility. There are three key questions you’ll need to consider to kickstart the thinking process; What do we want? What is stopping us? and What does success look like? If you can honestly answer all three questions, it will provide a solid foundation of clarity to build upon. To maintain a consistent brand focus you should ask your audience;


What do I off er? How could I add value to you or your business? and How do you engage with what I off er? T ese fundamental questions will put you on a path of clarity and appreciation of what your audience see and hear from your business and brand. Ultimately, the importance of a strong brand encourages advocacy,


builds credibility and will entice sustainable business success. If you would like to understand more about how I could potentially support your brand plans, please reach out for a conversation.


You can contact Martin Carmody directly on 07714 106187 or email: martin@corecreate.co.uk ALL THINGS BUSINESS 15


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