Branding and rebranding
For your organization to achieve market success, it has to become a brand. Differentiate or die; there is no other way. I design new brands and consult for already existing ones. I base my actions on creating value and storytelling as a foundation for all operations to come. I build brands from the ground up, cooperating with your internal marketing division or external ad agency. I also design rebranding.
A brand is not a logo. A brand is everything that customers are expecting it to be. The biggest brands in the world don’t have to even put their name or the logo on products. Clients know exactly what they are paying for. Mostly these factors are:
- The quality of the product
- A unique value
- An added value
- Satisfaction from owning a product
- A customer’s experience – starting from research about the company and a product, through the buying process and daily usage, up to word-of-mouth about the product
All these processes can be merged into one. They work for B2B and B2C processes and sales. Contact with a brand starts even before a client makes up his mind about the purchase. What does the company communicate? What values can it talk about? How can it help me? A successful sale is not about selling but delivering value to the customer. No matter if it’s an individual person buying a product for $1 or a luxurious car for $100,000. No matter if it’s a company with a contract of relatively low value or a global player with a one-year contract. Everything is based on relations, though-out communication strategy, and holistic experience.
Contrary to a popular belief, all of this wasn’t discovered in the 19th or even the 20th century. Ancient Greeks and Romans were first to come up with the concept. They marked vine vessels to prove the product comes from their winery. Perfume makers did the same thing they decorated vases of perfume with delicate ornaments to make a statement – it’s my brand. All of this was, of course, a part of a deliberate plan to fight cheap fakes, ruining the good name of the brand.
Effective brands speak about themselves by listening to the customer. They are focused on him (customer-centric) and incorporate this message into their communication strategy. Problem-solving. Answering the questions. Real help. This is important to your customer, and this is what I do.
Rebranding is a demanding process. An old image is not working for you? You are not pleased with how the organization is perceived? It’s communication strategy, and image doesn’t support sales and recruitment goals? In this kind of situations you have to reinvent the brand. Tell its story, introduce values.