The solution you provide to your customers problem, that is different or unique to direct or indirect competitors solutions or approach in the marketplace.
It is a unique experience that helps the target audience tell apart but ultimately select your brand over another.
This year Sodablog is going through the key critical steps to prepare for a brand refresh before you brief your designer. Our last blog looked at Step 1. Identifying the signs and to start planning. This post, we are going to look at Step 2. which is mapping out the basic strategy for your brand.
Refreshing your brand is an important part of the brand life cycle, just like the life cycle of a leaf. When a brand is visually refreshed, there is a process that businesses needs to embrace before going to a designer, to reap the full benefits of a refresh. Otherwise you can be simply conducting a costly window dressing exercise as your potential customer will soon realise that their expectations aren’t being met and or nothing else has changed, and therefor you then won’t benefit from either a repeat purchase or a referral – which is the end game. Right?
First, point 1, lets deal with the old cliche, the customer is always right. This is not quite true. But, it does not do you any good to tell the customer that he or she is not right. It is best to make the customer feel like they are right even when they are wrong. But because you have a relationship with them, make sure that you give them the advice that they need in addition to the advice that they want. Let me tell you a story. Once, a customer came to me, and when I say a customer, in
Have you ever stopped to think about what people say about your organisation, when you are not in the room?
It is an interesting thought and a question that taps straight into the strength of your brand. A positive reputation for a brand is crucial for success. Referring back to our last blog post ‘Beauty and the brand,’ this reputation maybe reflective of the inside of your brand (purpose, values, personality & promise) or outside of your brand (positioning, visual & messaging) and
