Posts Tagged ‘Brand Management’

In the beginning God created the heaven and the earth – and the first Brand -“The Forbidden Fruit”. But this brand was so strong everyone was intrigued, motivated, aware and accessible – a marketer’s dream. So much so that 50% of the world’s population ignored the health warning and tried it!

Branding is the single most important element to business. The back office, the sales people, the stationery, the whole box and dice revolve around the Brand. It is what people see, what they hear and what they repeat.

When businesses are sold the Brand value is represented as the share price or buyout price. Many businesses do not understand that it is the Brand that will determine whether the owners retire to Noosa on the beach or a caravan park in a regional town.

It is also that same purchase price that can afford you a trip away each year or that prevents you from affording a private hospital when you have a trip at home.

Your brand is impacted by many things:

• Service – turnaround times, sticking to commitments, knowledgeable etc
• Your people – how good they are, the clothes they wear, the language they use
• Your promotions – quality vs tacky, appropriate vs just plain costly
• Your price – are you value, quality, prestige or junk
• Your product – is it as promised, do I get my monies worth, do I get value?
• Your budget (spend a lot and even poor Brands can survive)

Brand is about the 1st, 5th and 6th sale: The 1st sale gets them in, and if you make it to the 5th and 6th sale, you have a loyal customer. If your plan is to maximise revenue whilst in the business, and maximise the purchase price when you want out of the business, then Brand is the only thing that will do it.

As your PE teacher said – “Image is everything.”

BRAND is the most important part of your business.

Without a strong and robust Brand your sales efforts cost more, your service levels are required to be higher, your promotional costs are higher, your product development costs are higher, your channel opportunities are reduced.

It is all bad news when you have poor Brand image or an unsuccessful rebrand.

Conversely, strong Brands enjoy less promotional effort to gain the same awareness, are able to trade off their Brand when things go bad and the value of the company is a lot higher – impacting share price and sale price of the company.

At Fa’toomsh we create Brands that have cut through and market presence – building it in to your IP and company worth.