People do not generally talk about “designing a business,” yet that is exactly what you do when you align the business goals with the customer experience. Taking a conscious decision to make this alignment is the first step in designing your business.
Your brand is simply an imprint
in the mind of your customer.
So often I see so many brands in the same industry engaged in the perception battle. Take the Australian retail carpet sector for example. They are all engaged in creating noise that their product is cheaper, faster and of higher quality than the competition.
Yet, in the minds of customers they all offer pretty much the same thing, making it even more difficult for any particular one to stand out. It’s difficult to choose between them because their strategy is product centric not customer centric. Meaning, no particular company stands out as the one attempting to make a customers life easier.
No brand is cutting through the noise and positioning themselves as the only choice in the minds of consumers.
But, there’s a way to cut through.
My message to them is simple:
Be seen, clearly understood and then you will be chosen. Meaningfully unique is best!
By making a few changes often just to the Brand Identity and by alluding to the specific attributes of the brand, we can enhance the brand reputation so it becomes the clear and only choice in the minds of consumers.
We are in the art of good design and we start the process through our tailored Brand Workshops. They are a good start in getting to know your brand again and allowing you to pave the way forward.
Value of branding
One of the key benefits of branding and design is the ability to increase value perception and therefore price premium.
Uniquely, branding can get customers to:
Choose you more often, delivering income through extra volume.
Pay more for the product, delivering income through charging higher prices, or
Be more resilient to discounting.
Customers are more likely to stick with a brand that they trust, or try it in the future indicating lower risk and likely future growth.
Example of meaningful
and memorable brands:
Good branding literally predisposes customers to choose you for what you do best.
We’ve seen our clients grow by more than A$50m in brand equity gains*
I believe the worlds best design always has strong strategic thought behind it.
Good design clearly articulates the thinking behind it.
Good design encourages the customer to delve into a deeper level of meaning, separate to the product/service it is trying to promote.
It encourages the customer to ask questions such as:
“What does this design want me to see?”
“How does this brand reflect my personal identity?”
A clever brand is now turning its attention away from the seat of control and is allowing its customers to now call the shots. A clever brand has now flipped the brand premise around and instead of focussing on its products that it produces, it is now asking itself the question: “How do I empower my customers?”, “ How can I them lead them to achieve their goals?”
It’s a very different way to look at branding, but once you get your head around it everything becomes easier and especially the understanding of how to make a profit.
5 Basic Ways To Create
More Value From A Brand
There are some key ways in which investing in your brand can build even greater value. Use these points as a basis to evaluate the desired effect of your marketing activity. In addition to the tactical benefit your looking to evoke, align them to the greater benefits available to your brand.
1) Encourage more people to buy the brand
When customers are very familiar with your brand, you feel like a safe choice. There's a reason McDonald's is a safe food haven when travelling abroad. Part of their brand is the consistency that they have been able to deliver. Iconic and meaningful brands enjoy this benefit.
2) Encourage more people to buy the brand at a higher price
When choosing between two similar products, the trusted choice wins. People will happily pay more for a product that they feel can more likely guarantee the result. Past experience, or established trust, are the most powerful drivers of price premium.
3) Encourage them to keep buying from you
When you can offer new products of equal or better value to the ones that they are already happily choosing you for, you make it easy for customers to choose you before considering any other brand. This is a financial lever driving potential.
4) Encourage them to buy from you for new occasions or in new categories
Similarly, when you've established belief in your brand and associated products, people will feel that other products and services you offer will offer the same quality and value and they don't have to risk another brand's offer.
5) Do all of the above, yet more effectively
When you consciously focus on creating greater value for your customers, they will see you as their best and only choice. This doesn't necessarily involve greater financial outlay, just awareness of your choices.
I often give talks in the Marketing departments of organisations and I am always left baffled by how members of the same team often have a very different opinion about what makes their brand ‘Meaningfully Different’.
It makes me think how can a brand be well aligned and with a single minded standpoint in the market place if members of the same organisation understand the brand in entirely different ways! But, it happens. Staff come and go, brand guidelines are lost, the market changes and brands often transmute to meet those new market demands and it is in that transmutation that things often get murky.
This lack of brand clarity not only breeds internal inefficiencies but also makes for a very shaky foundation for which to build a brands promise. But, it is never too late to get back on track. We have helped create over $40m in brand equity from companies that were in the same position and decided to do something about it.
The message I gave them, like I give you is:
Get to know who your brand tribe is:
Who is buying from you? Why are they buying from you? What need to you satisfy in them? How are you making their life easier?
It is the same motivation that makes them buy from you that should be the engine behind what you do, what you say and how you make your customers feel.
Brand ergonomics: Business reputations - Designed for people
Think of Iconika as a business image consultant.
We prepare your business to excel on the biggest stage.
All successful businesses create products that make people’s lives easier, allowing them to achieve their goals faster, use their time better or keep them safer.
Whether you’re a kitchen tool manufacturer creating better home cooks, an equipment hire company making life easier for construction companies, or an iconic ferry service making the journey part of the entertainment, they all achieve their aspirations by being easily chosen by everyone that benefits from their offer.
Your brand is your promise.
And your identity is how customers will recognise you and learn to trust your presence in their lives as a beneficial one. So it’s essential to business success.
We’ve created iconic and trusted brand identities for some of the most well known global brands.
Iconika has been chosen by some globally recognised brands, not just for our creativity, but importantly for the value our work creates for business.