1. Brand Values
Q. Do you have a clear set of internal values that consistently underpins everything you do?
It’s OK. Don’t worry about not understanding and utilising your internal brand values, many organisations are in the same position. The first step is to establish what your inner brand values are. Once you’re confident you’ve got them right, you must keep them consistent. They make you what you are, who you are and define the way you behave. They underpin everything your brand does and stands for.
2. Brand Personality
Q. Do you have clear a brand personality that is reflected in the way communicate with your customers?
Oops. Your customers might struggle to make a connection with your brand if it doesn’t have a clear personality associated with it. But you don’t need to worry… defining your brand personality might seem complicated, but it shouldn’t seem a scary prospect. It’s the perfect opportunity to recognise how your internal values can translate to external communications with your customers and suppliers.
3. Brand Audience
Q. Do you know who your ideal customers are how best to communicate with them?
Oh dear. Your brand should be properly directed towards the exact people you want to respond. These are your ideal customers. Remember the same message isn’t going to be right for everyone. Focus your efforts on your ideal customers to get the best results. Where do they go? What do they like and dislike? How are you going to be able to communicate with them most effectively? If you can understand this, then your brand will be infinitely more effective.
4. Brand Position
Q. Do you know where you sit in your in market and understand how you can make your business or product stand out?
Ouch. Understanding your market position is critical to creating a brand that stands out from the crowd. You need to be aware of where you sit in relation to your competitors on key industry metrics (price, quality, speed etc…), because your brand needs to be appropriate to the service level that you offer, both now and in the future. Try to understand where your position is now and where you would like to be in the future, so that you can start working towards a more effective brand.
5. Brand Reputation
Q. Does your brand reflect the quality of your service and support your reputation as an expert in your field?
Uh oh. Your brand is the outward face of your business so you need to make sure it reflects the same standards that your service or product delivers. Even if the service and product you offer is amazing, a bad reputation can cause irreparable damage to a business. Just ask United Airlines. Don’t let your business fall into the same trap. Make sure everything you do is consistent with your brand values and your reputation will naturally follow.
6. Brand Loyalty
Q. Does your brand inspire loyalty in your customer base?
Eek. Customer retention is far more profitable than customer acquisition. Your brand needs to encourage customer loyalty in order to maximise the growth potential of your business. Focus on delivering great value to your customers at every interaction with your brand and you can help turn them into your unpaid salesforce, or raving fans as we like to call them. Raving fans share positive experiences and recommend others to use your products and services. If you can build brand loyalty, your business will grow.
7. Brand Perception
Q. Does your brand add a perceived value to your business and help you to justify your pricing structure?
Oh no. If your brand isn’t adding a perceived value to your business, you could be missing out on huge opportunities to control your prices. Despite what people think, most purchase decisions are not based on price. They are based on whether people feel they are getting value. A $24m watch watch may seem a crazy investment to many, but the value it brings to the owner in terms of status, prestige and respect in the right circles is immeasurable. Consider building the perceived value of your business by enhancing your brand image. That will help your customers to internally justify their purchases, no matter what the price is.
8. Brand Effectiveness
Q. Is your brand working for you and helping you to achieve your business objectives?
Darn. The ultimate test of a brand is how effective it is in helping you to achieve your business goals. Perhaps you’ve been targeting the wrong customers, or haven’t found a way to differentiate yourself from everyone else in your market. Try going back to basics and look at what you do and why you do it. That will help guide you towards your ideal customers and help to understand what type of brand messages they are likely to engage with. That is the first step towards brand effectiveness and powerful business growth.