When people think about the term ‘brand’ they often think only of a brand’s visual manifestation, i.e. the logo and livery. But a brand is much more than that.
A brand is the sum of all you say and do in relation to your products and services, plus consumers’ personal experiences with these. It is the relationship, or connection, between an organisation and its customers.
Ask the brand experts
In 2015 we partnered with Richard Amos and Mike Wilkinson from Royce Communications to create one of our most popular eBooks to date: Brand and Corporate Identity for Small to Mid-Sized Businesses.
Royce Communications works with some of Australia’s largest brands across corporate, consumer, government and not-for-profit sectors.
Based on Richard and Mike’s advice, we have created the following infographic to help you get started on creating a Brand Plan for your business.
Plan to succeed
Your brand identity is determined by your business plan so, before you get down to the nuts and bolts of adopting a brand strategy, ensure it is aligned to your business goals.
The Brand Plan will form the basis of your branding strategy.
Once you have developed your Brand Plan it will become the organising system for how you develop, deliver and manage the brand going forward.
It’s very important to remember that brand is not just ‘look and feel’, it can actually represent an important aspect of your business value and maintainable position.
If you would support in creating or managing your brand, contact the team at JPAbusiness on 02 6360 0360 for a confidential, obligation-free discussion.
James Price has over 30 years' experience in providing strategic, commercial and financial advice to Australian and international business clients. James' blogs provide business advice for aspiring and current small to mid-sized business owners, operators and managers.