Brand: a cost or an investment?

October 11, 2011

Brand building is often seen as a short-term, tactical advertising campaign, or a quick exercise to refresh a logo or a website. But we prefer to look at brand building as a strategic, long-term investment.

Strong brands drive growth and lead to audience engagement, profits, business success, market leadership and global recognition. So, a brand is a strategic asset to a business. In fact, as Naomi Klein says: “Logos have become the closest thing we have to an international language, recognized and understood in many more places than English.”

Organizations that have developed strong brands have constantly developed products that resonate with consumers for a long time instead of responding to the latest trends. They have also developed a brand platform and brand architecture that laid the foundation for all their marketing activities. Building consistent messages through repetitive outreach activities is essential because it helps shape people’s perceptions in a coordinated and consistent manner.

Consistent brand building will also improve operational efficiency, drive greater impact and help forge a strong internal culture that encourages each employee to contribute to the success of the brand.

So how is your brand perceived? Do your brand and communications tools show your organization in its best light today? Branding is tough and rising above the noise is even tougher. A good starting point is to look at where your brand is today versus where you would like it to be. Does a gap exist? Have the fundamental values and beliefs of your brand been defined? How is the organization different from its competition? Is your value proposition clearly articulated? Do your messages and visual elements (including your logo) truly represent the personality of your organization?

These are some of the questions gordongroup asks when establishing the messages and look and feel of your brand. Once you have these elements, it’s a matter of defining the strategy that will be the foundation for all your marketing activities.

But just remember, it’s the fruit of repeated, mutually rewarding experiences between your brand and your customer that will build your business. Let us help you. At gordongroup, our expertise lies in creating brand experiences that yield impact and excitement.

By Alice Canat, Director, Market Development