Do you recognise some of these brands? I hope you do. Aussies live with them, day in, day out.
BAD NEWS: It takes consistent effort to brand a business
GOOD NEWS: once the theme is developed, you can do a lot of brand reinforcement yourself!
This ‘Brand Love Curve” is published by Graham Robertson of Beloved Brands. I wish to acknowledge of Graham for his clear thinking on this subject. You can find this diagram on his page at http://beloved-brands.com/views/.
We’ve all seen businesses that are having a struggle:
How about this one: an organisation where two public-facing people portray a different image or values? (was I really thinking of politics?)
And what do people think when they see this?
That’s all right if you’re selling second hand books because they see what they are getting immediately. But if you are delivering anything you’ve made, that you have to work on or in any way establish trust for, you’re half way sunk!
It’s easy to make mistakes in branding if you’re not used to doing it. Lots of people remark on how businesses look; some saying “I wouldn’t go there!” – based unfortunately on appearance.
Here’s a couple of examples of doing the obvious or simple, but with disastrous results:
Powergen Italia, was expanding into English-speaking countries. They decided to go with the most obvious website address — www.powergenitalia.com.
Mercedes-Benz entered the Chinese market under the brand name “Bensi,” which means “rush to die.”
Be honest though: are you struggling with your business branding?
80% of small businesses answer NO to these questions.
If you want to turn your business around, an honest evaluation has to be the start.
It has never been easier to get a coherent, solid brand with our help.
What would you like to do now?
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