4 ways to define you as a brand
Phil Armstrong Creative has more than 25 years’ branding experience and dealing with the common response of “we’re not a brand” or “we don’t deal with the consumer”. So what does make you a brand?
1. Personality
All businesses have a personality, from a fun, lively, refreshing children’s toy to an innovative, forward-thinking manufacturer. In conjunction with your business, a personality defines your brand as it enunciates your message and clarifies it from your boardroom to the end user.
2. Engagement
This is crucial for any organisation. No engagement means no business; without engaging, you become unrecognisable to your audience. Whether you want to engage directly with your customer or with a supplier, there is always someone on the other end to profit from your service that ultimately delivers profit for you.
3. Audience
Most organisations aim for recognition from their audience to grow their business. Whether you have a positive or negative reputation, the audience is still able to attach a justifiable, subjective opinion to you. The link between your audience opinion and your organisation is down to your brand.
4. Oneness
Being unique in your chosen field is an opportunity all businesses want to seize with both hands because of competition. For example, Fiat inherited its set of values from its passionate Italian identity: creativity, style and innovation. With a set of values so strong, a very unique position in the auto industry has driven this brand to success. Meanwhile BMW have also reaped large success rates through their slogans: “The ultimate driving machine” and “Sheer driving pleasure”. What unites them is that their mutual strength of branding has ensured they have both enjoyed longevity while many others in both sectors have fallen by the wayside.
About the company:Phil Armstrong is an award-winning Art Director and Designer with over 25 years experience in brand design, marketing and advertising. He works directly or through design and advertising agencies for clients and brands throughout the world and can be reached or commissioned by clicking here.
