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James Cowdale Posted by James Cowdale
on Aug 04 2014

Reviewing your brand

We are constantly bombarded with stories of individuals developing life changing apps / software / products from their bedrooms and selling out to global corporations but should we be searching for the next big thing, or taking a look at our existing proposition and seeing how that can be improved or remodelled?

We are constantly bombarded with stories of individuals developing life changing apps / software / products from their bedrooms and selling out to global corporations but should we be searching for the next big thing, or taking a look at our existing proposition and seeing how that can be improved or remodelled? It’s very difficult for any business owner to take time out and reflect on their own brand – what it means to their customers, are they delivering the right message, do their customers believe what they tell them?

Here’s a couple of pointers to help you along with the way…

Articulate your vision…


If you don’t know who you are, how will anyone else? You may be the next Mark Zuckerberg or have a product that will change humankind but if people don’t really get what you are offering it’s a non-starter. Your brand must consistently communicate your vision at every touch point and translate into something that everyone can understand and buy into.



Your product isn’t unique, but your brand can be…


We are often approached by clients with ‘unique ideas’ but more often than not this isn’t the case, however, if we apply a bit of thought to the companies messaging we can position it ahead of it’s competitors. Instagram, the photo sharing app that sold to facebook for $1 Billion wasn’t unique, there were literally 100’s of other similar products out there but Instagram had a strong brand and a loyal following which gave it value. These days the most innovative product can be copied in no time but a strong brand cannot.

Stick to what you know…


We see many companies move into new markets and assume they can rise to the top on the strength of their brand. This is true for some but over time, they get found out. What makes a German car manufacturer think they can produce high end kitchen knives? Some consumers will make an assumption that if it bares the mark of a world class brand it must be good but ask yourself the question, what is that brand known for? Brand extension (as the gurus put it) is often dangerous and as lucrative as it may appear, can be damaging to the overall brand. After all, would you buy BIC’s disposable underwear or Zippo perfume?

In summary, your brand is a powerful tool and should be the driver for business innovation and not an after thought. Use it to steer the company, influence change and remember, keep it simple.

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