Building Your Brand

There are plenty of things your business can do to build your brand identity. And there is a long list of things that only you care about, which are less important for building your brand.

High up on that list is probably your logo – with brand managers stressing to make sure that no logo is in the wrong place, there are no errant fonts, and the right shade of colour is always used. Although your image and how the logo should and shouldn't be used, has its place, when it comes to effectively building your brand, there are five things you should worry about first:

  1. Your products and service do what they promise – design, delivery and results
  2. The way you do things aligns with what you say and stand for
  3. The people you hire fit with your organisations culture and share your values – remember although it's easy to teach people new things, it's hard to change who they are
  4. You set expectations and meet them (whatever they may be)
  5. You make sure that the experience you deliver aligns with your values – because that's where the reality of your brand lives.

Now this is all easier said than done. It's hard word to get it right and it's discipline to keep it that way. That's the cold, hard truth about building a brand. There isn't a team of brand managers on earth who can substitute for getting one of those five things wrong. It's vital for service-based businesses to get this right... After all, your clients are going to develop a relationship with your organisation's persona (which stems from its brand identity) so make sure they know who they are involved with!

Instead of worrying about whether or not the right logo colours are used in all branded media, you can make sure that your marketing manager or team are up to speed on what you care about and what you say you stand for and set them loose spotting the gaps and highlighting the great stuff across your organisation.

For example, spotting where there is room for improvement in products and services; where people are practicing the values; where expectations are on point and being met every time (and when they aren't) and; where the customer experience is something worth talking about.

Get your marketing and management personnel to work closely to ensure employees are maintaining your brands identity – even down to the tone in which they communicate with customers. And perhaps ditch the marketing manager title and call them brand builders instead. Now that's a job worth doing!

For more advice on managing your business, call us now on 02 9299 7044 or email us at

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