Branding: a quick guide
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What is a brand? What on Earth is a branding wheel? A brand – be it a bed and breakfast or a tin of baked beans – is “ a promise of an experience” consisting of images and words that represent our business or product. It is also represents a charter – a declaration that lets customers know instantly what you stand for. However, our brand does not evolve overnight, it is informed by brand values. These are essentially the reasons our business is special, they explain and express our main assets. The essence of a good brand is therefore built around authenticity, distinctiveness and attitude. For example, our brand values could include fine food and top quality accommodation. Conversely, our brand values could be budget accommodation and a warm welcome. These values are what bind a business together, that which forms its operating philosophy and shapes its vision. Our branding, the marketing and communications we enter into are all ultimately informed by our brand values. Managing the promotion of our venture is therefore primarily about reviewing and positioning the business to take advantage of future markets. But this has to be on the basis of sound market research and a coherent understanding of the values that make up our brand. The brand wheel, meanwhile, is a device extensively promoted by VisitScotland. Although developed with destinations in mind rather than individual companies, it is a useful exercise to help operators identify core values. To arrive at a brand vision, the wheel requires the following questions to be considered: · Facts and symbols · The vision for the future · Description of product development plans · Current and potential target markets · Value · How does the brand make me feel now and how would you like it to make me feel in the future? · How does the brand make me look now and how would you like it to make me look in the future? · Brand personality · What is the brand proposition? Find out more about creating and managing a brand by visiting HIE Business |