Top 10 ways brands benefit from the bottom line

Posted on 4th October 2012

"Not long ago, on the referral of a friend, I attended my first event run by the Bath Marketing Network. Speaker Steve Fuller, from The House, Brand and Business Agency, discussed the importance of branding within an organisation. Whilst no one would dispute the importance of this, I’ve heard few explain it as eloquently as Steve. His comprehensive appraisal of this inspired today’s blog post.

What is a company’s brand?

As companies evolve to suit an ever-changing cultural landscape, branding is becoming more humanised. It is ‘far more than just a visual representation,’ it is emotionally linked to each and every one of a company’s consumers and employees. At the forefront of a company’s brand stands the organisations founder, as companies develop as a reflection of this person.  A brand is at its most powerful when it is engaged with, embraced and reflected both within the organisation and outside of it. As Steve concluded, if a company doesn’t ‘get it right on the inside first, it will appear false on the outside

The Top Ten Ways that Brand Benefits the Bottom Line…

1. Sense of vision – It’s important to know where your brands going. Create this vision and share it.
    
2. Be clear about what you offer and believe in it -  If you can't explain your brand or your offer, how can you expect your customers to understand?
    
3. ‘Singing from the same hymn sheet’ - Be clear about what your organisation is about and ensure your employees, and your potential consumers, understand it too.
    
4. Release the energy in your business – You should be excited about what you undertake. Use this excitement to create an enthusiastic and animated team. Check that they’re on brand and share your vision; a brand only truly thrives if its advocates believe in it too.
    
5. Strong brands are attractive to employees too – Brands are infectious. If your brand is strong then it will attract a dedicated and competent workforce who are excited to engage, promote and build it.
    
6. Create a promise you believe in (and can deliver) – ‘A broken promise equals a broken reputation.’ – This promise is one that is made inside your business as well as outside of it.
    
7. Know where you fit in the life of your customer – ‘Don’t try to be all things to all people.’ Research your target audience, understand their needs and what they require from your organisation and brand. Is there a potential customer or client that doesn’t fit with your organisations brand values…be prepared to say no else they’ll just drag you down. It’s important to only work with those that will excite and inspire your brand.
    
8. Stand out from the crowd – ‘Be prepared to show off, providing you’ve got substance behind it.’ – As a person, what we wear is an indication of who we are and what we want to achieve. The same can be applied to a company brand.
    
9. No point of difference, no point at all – This needs to be more than price. What makes your company different? Highlight this and stride forward, unique within your field.
    
10. Brand gives customers more reasons to buy – A strong brand gives a customer the confidence to buy it."

Please click here if you would like to read Laura's full article.

If you would like to view a PDF version of our brand and the bottom line presentation, please click here.