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Create a brand promise to the market

 
 

Brand wins business, especially when products that perform the same function compete against each other for the same customer

Allround Creative personnel have worked with large companies whose success hinges on the power of their brand, reputation and ability to attract the market. Some companies simply understand that it is more effective to make it easier for customers to buy than to try to sell, sell, sell.

We also work with small companies whose fortunes we change by helping them to understand what it is to behave like a brand and not like a product. We steer smaller companies away from presenting only technical features and defensive marketing so that they can challenge or lead.

Smaller companies that have grown to turnovers of £3-10 million are often well placed to achieve new growth through brand development.

What are the components of an effective brand?

The process of branding involves creating something unique, a personality for a product or service using consistent design and self-description, in order to create a consistent product feel, look and competitive position.

The necessary components of a brand are: a unique name, a logo, a designed identity, a reputation (or potential for), a provenance, emotional meaning to the consumer, consistency, producer pride, and a worth more than an unbranded product.

Brand is a promise about consistent quality and identity is expression (visual or oral) of that promise.

Brand is also closely associated with authenticity. We have noticed, especially when working with engineers, technologists and software houses, that there is sometimes scepticism about brand; perhaps it is viewed as mere aesthetics. That is understandable. In an engineer’s world something either works or does not work. Dressing it up should not make a difference. However, when scepticism is allowed to prevail, we find examples of companies too often competing on price alone and failing to build emotional loyalty.

Some businesses dislike emotion and tend to focus on the measurable side of transactions. It seems easier to focus on building a product and expanding market share. But with internet access and globalisation creating commoditisation, few businesses can thrive by focusing solely on transactions.

Companies that behave like a brand sell value coupled with customer experience and not just product functionality. We help technologists to remain authentic to their manufacturing heritage and to add a compelling presentation layer that sells a relationship as well as good technology. To win over the marketing sceptics we have to demonstrate that success is indicated by how many fish you catch, not by how pretty your flies are!

Keep your brand up to date and never be boring

The Allround Agency branding services apply, not only for products, but also when it is time for a re-brand. Typically a re-brand is called for when a company’s message has become outdated or when it is time to signal change. A brand refresh is usually expressed in an updated identity (for example, check the evolution of the Shell icon over the decades) and requires the support of strong internal and external communications to be effective.

The last word on brand is that a brand should never be boring. Some argue that brand should always be brilliant. So, why do so many service companies define themselves by saying ‘on time, on budget’? Is it that so many competitors fail in this regard that it is perceived as a differentiator? After all, delivering a service when promised and for the stated price is the bare minimums for customer satisfaction.

Talk to Allround Creative about your brand. You have nothing to lose and potentially the world to gain.

Branding Agency Berkshire | Brand services Reading, Brackell, Slough

Contact us

Email: info2@allroundagency.co.uk
Call: 0118 988 0766

The Allround Creative Agency No 5
Wyvols Court, Basingstoke Rd,
Reading RG7 1WY