When people talk about ‘brand’, they’re usually referring to the visual parts (the logo, colours, website etc). But actually our brand is so much more than that. It’s how we sound, how we talk to our customers and how we do business. It’s the experience we offer and how we relate to customers. You could say our brand is our company’s personality.
Branding is what makes people choose one company over another. Even when the products they offer are identical. Bottled still water is a great example of this. To look at, to taste and its price, are often almost identical.
So why does what's on the bottle influence the buying decision we make? Put simply, it's because brands make us feel something. We become attached to brands because of the way they make us feel. Whether that's how they make us feel about ourselves, or the impression they give of us to other people.
Brand strategy is about understanding the behaviour of our business and improving it. The strategy is based on the core principles of why and how our company exists and to get the fundamentals right. Knowing what we stand for and bringing it to life. This is why we’re undertaking research, both internally and externally to get a snapshot insight into the brand and market perceptions and consequently where it should be positioned in the future to drive recognition, consideration and, ultimately, purchase.