< back Advantage by Design – Why do we need a brand? - South East Business june 2010

In the last three months I’ve highlighted the three elements that are the building blocks for creating a successful brand. These are proposition, position and personality.

Strategically these tell you what it is your company does for your market, where it sits within its market and why its market should like it above the competition.

If you do not know this basic information then your company will have fundamental issues and certainly any creative and design employed to market your company, however good, will be nothing more than pretty pictures.

We need to develop these elements into a brand and this month I’d like to discuss why building a brand is so important.

In my view it’s simple. Businesses and consumers buy into brands.

Brand is the one thing that will make someone pay more. It creates loyalty. It makes you feel proud or good about yourself and your decision to purchase. You do not give or recommend a lousy brand to someone. A brand can create envy and in a recession you can justify in some way sticking to a brand.

Building a brand is not just reserved for large corporations in B2C. It is just as important, if not more so, for an SME in B2B.

The reason is possibly the most important value of a brand. It can create change. And if you are looking to expand into a new or existing market you need to change its habit.

Now it’s time to discuss the creative side to brand. Tune in next month to understand how or alternatively email me to discuss how your business can gain advantage by design.