Hands up who knows what a brand is? Well, there are lots of so-called definitions, but the CIM defines a brand as having the following criteria –
Clarity of perception
You must have to stand for something – a USP with which your company is associated and which make up your property. Your USP must underline everything you do and say. Once you’ve established this, you use it in all your communications.
A positive perception
Yes, I know this might sound obvious, but have you checked that your USP is both unique and appealing…or even accurate?! Too often I have seen that the claim doesn’t actually produce the anticipated perception among the intended prospects. Be bold, give the prospects something to hang their hats on!
A level of differentiation
Bath Marketing Consultancy is constantly asked for the work we do for our client to be “different” from what else is on the market. Differentiation can be very subjective, but the questions to ask yourself is, is my offer clearly distinctive? Really try to avoid being bland or boring or worse still, indistinguishable from the competition.
Reach (or spread)
When actively marketing your company, your aim should be to get the maximum number of prospects for the minimum expenditure. Using multiple initiatives should mean trying hard not to overlap. Instead, your marketing should aim to extend your reach using different media.
What we advocate is standing back and taking a look at yourself – you are a brand in a highly competitive market.
