marca strategy news & views
April 16, 2012
The small, important things you can/must do

Branding is about everything your organization does. All of your messages, the tone of voice, visuals and the experiences you provide will contribute to your brand image and reputation. And your image and reputation have direct impact to the results you get.  

How you look, from your website, to your offices, or retail stores (if you have any), to your brochures, booths, or your physical product (again, if you have a physical product) matters. It all adds, or takes away, form the image you’re trying to build for your organization. 

The same goes to how you sound. Think Telus and Virgin Mobile. When you call customer care, you hear very different tones of voice and very different people. Even if the essence of their message is the same, they say it differently. Telus: “This call may be recorded for quality assurance”. Virgin Mobile: “Just so you know, we might record our call to make sure we’re treating you really well”. Same message very different tone, very different companies, very different images and brands.

This is a small but important example on how a brand is brought to life. What are you doing to bring your brand to life? Who in your organization is responsible to do that? If you don’t have anyone responsible for it, it won’t happen!

Regardless of the size of your organization or your budget, you can and must (in fact the smaller you are the more important it is for you to do it) have a brand and bring it to life. Use it to achieve the results you want.


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