(The price shown is for less than 500 employees. For prices for more than 500 employees download full pdf brochure here.)

Developing a distinctive, world-class brand

“You are the brand. It is what you do, who you are and what you want it to be. Brands only exist in the consumer’s mind – they own it, not you.” Marco Rimini

A successful brand can command a substantial price premium, a result of the trust that a brand can generate. Recent research in the UK has shown that in a large number of instances consumers would be prepared to pay 30% extra for a new product from a trusted brand than for an unnamed one. Customers are essentially paying for reliability, speed or other intangible attributes they associate with the brand.

The concept of brand identity is also valuable, as it reinforces the product’s appeal, resulting in more new customers, more repeat customers or existing customers buying additional products. Another advantage of a strong, differentiated brand is that businesses can launch profitable new products successfully and speedily by exploiting the popularity and strength of the established brand.
Brands matter, but they ate essentially fragile and need to be developed carefully so that they benefit customers and the business – this toolkit explains how.

Length: 11 pages

Contents:

The Benefits

Action Checklist: Brand Building
• Understand the pillars of successful brand building
• Develop your business brand
• Position the brand

Avoiding Problems – this section provides practical techniques to avoid problems and overcome potential pitfalls when building your brand.

Key Questions

Dos and Don’ts

Things You Can Do
• Champion your business’s community involvement
• Decide the brand’s purpose
• Emphasise the brand’s values
• Developing the brand
• Involve customers
• Champion your brand and differentiate it from competitors
• Minimise barriers to employee contributions
• Make effective use of market research
• Maintain a clear, practical understanding of competitors
• Use the brand to guide decisions
• Using technology to differentiate the brand and build the business

Further Action

Further Information